Observed Signal · Dec 2, 2025 · Policy Update · Source: ExchangeWire · Impact: 3/5 · Sentiment: Positive
Location Data: The Key to Privacy-First Programmatic Success
ExchangeWire interviews Tom Laband, CEO and co-founder of Adsquare, about how location intelligence has evolved in programmatic advertising and its role in a privacy-first era. Laband explains that location data has shifted from a niche proximity tool to a core intelligence layer powering analytics, planning, activation, measurement, and attribution across the programmatic value chain. In a privacy-first, cookie-less environment, he argues location signals are scalable, actionable, and identity-agnostic, applicable across media including out-of-home and ID-less inventory. Beyond targeting, location data links online exposure to offline outcomes, helping retailers measure store visits and optimize campaigns toward in-store conversions. The piece covers data sources, including publisher signals, geospatial context, and aggregated patterns, plus governance: consent via publishers, alignment with IAB TCF, GDPR compliance, and a POI taxonomy that excludes sensitive categories. Laband stresses Adsquare's decoupled, privacy-first stance and the importance of partnering with independent, technically capable providers.
Highlights evolution of location data, privacy-compliant framework, and cross-channel benefits; relevant to industry-wide AdTech privacy landscape.
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Key Takeaways & Evidence Grounding
- Adsquare's Tom Laband explains location data evolved from niche proximity targeting to a core intelligence layer across analytics, planning, activation, measurement, and attribution.
- In privacy-first, cookie-less environments, location data is a scalable, actionable signal applicable across media including out-of-home and ID-less inventory.
- Location data can link online exposure to offline outcomes, enabling measurement of store visits and offline conversions.
- Adsquare collects location data with user consent through publisher partners, adheres to IAB's Transparency and Consent Framework and GDPR, and uses a POI data taxonomy that excludes sensitive categories.
- Adsquare positions itself as decoupled from media, offering privacy-first data that integrates with programmatic platforms and supports cross-channel audience intelligence.
Connected Companies & Entities
2 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
OAAA Launches Programmatic Center of Excellence for DOOH
AI is pushing advertising back into physical spaces due to declining trust in online content, the rise of AI answer engines that bypass websites, and the growth of agentic AI. Out-of-home (OOH) and digital out-of-home (DOOH) advertising are gaining renewed relevance, with US OOH revenue up 10.7% YoY to $3.16B in Q2 and DOOH up 18.5%, representing nearly 40% of category revenue. To guide this evolution, the OAAA has launched a Programmatic & Automation Center of Excellence led by COO Patrick Dolan, focusing on standardization, workflow automation, agentic AI, reporting/attribution, and omnichannel/retail media integration. The initiative aims to automate both programmatic and static OOH processes, addressing friction points. However, this trend raises concerns about consumer opt-out options and the over-commercialization of public spaces, as noted by Ezra Klein.
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