How location intelligence has evolved into a cornerstone of modern advertising.

ExchangeWire sat down with Tom Laband, CEO and co-founder of Adsquare, to discuss the evolution of location data in programmatic advertising.

From niche targeting to core intelligence

Laband explains how the perception and utility of location data have transformed dramatically since the early days of programmatic.

"When we started 12 years ago, location data was really just a niche tool used for proximity targeting," he says. "Now, it’s a core intelligence layer that fuels the entire programmatic value chain - from analytics and planning to activation, measurement, and attribution."

This shift, Laband notes, has been driven by the growing need for privacy-safe, identity-agnostic signals that can help advertisers understand and reach audiences in an increasingly fragmented digital landscape.

Why location data matters now more than ever

In today’s privacy-first, cookie-less environment, Laband believes that location data stands out as one of the last truly scalable and actionable signals available to marketers.

"Identity is fading, and online identifiers are fragmented," he says. "Location remains a powerful, privacy-compliant signal that can be applied across many types of media, including out-of-home and ID-less inventory."

Beyond targeting, Laband sees location as a bridge between online media exposure and offline outcomes - a critical link for retailers seeking to drive foot traffic or measure store visits.

"It’s not just about targeting; it’s about delivering real outcomes," he adds. "Retailers, for instance, can optimise towards KPIs like in-store visits and conversions."

Understanding the layers of location data

"Location data is a broad term," Laband explains. "We utilise various data streams, including direct signals shared by publishers, and geospatial data, which helps us understand the context about the environment of a user."

"Additionally, we use aggregated patterns which give us a precise understanding of the audience distribution in a specific area at a specific time."

By integrating these different information layers, Adsquare is able to create meaningful insights about audience behaviours and environments.

Powerful use cases: From planning to attribution

Laband outlines several key applications of location intelligence across the advertising workflow:

• Planning: "For out-of-home, planners use location data to understand which audiences pass by specific poster sites at different times of day, ensuring media is placed in the most effective locations."
  
• Activation: "We analyse past visits to points of interest to build geo-behavioural audience segments, helping advertisers reach people based on real-world intent - like visiting a car dealership."
  
• Measurement and attribution: "Retailers use location signals to measure store visits and optimise campaigns towards offline conversions, enabling programmatic traders to make smarter, data-driven decisions."
  

Common missteps — and how to avoid them

Despite its growing adoption, Laband believes many brands and agencies still underutilise the full potential of location data.

"People often still think of it purely as a mobile targeting tool," he says. "But its real strength lies in its omnichannel application - bridging mobile, display, CTV, and out-of-home."

His advice: move beyond simple proximity targeting and think of location as a cross-channel audience intelligence layer that can inform strategy, creative, and measurement.

Navigating privacy in a sensitive data landscape

With privacy laws evolving globally, Laband emphasises the importance of ethical data collection and compliance.

"We only collect location data with user consent via our publisher partners," he explains. "Everything aligns with the IAB’s Transparency and Consent Framework (TCF), and we apply strict standards - like GDPR - across all markets."

We assure that our proprietary POI data taxonomy does not include any sensitive categories (e.g., medical facilities, political centres). Furthermore, we guarantee that we do not provide raw end-user location data to our partners.

"Location is a sensitive data category," Laband adds. "You must respect privacy laws and act ethically. As a global company with European roots, it’s just something that’s baked into all that we do."

Advice for strategists: Work with the right partners

For strategists looking to embrace location intelligence, Laband’s guidance is clear: choose partners with deep technical and ethical expertise.

"Raw location data alone tells you nothing," he cautions. "You need a partner with the right technology to contextualise signals and accurately identify visited places."

Equally important, he says, is working with data providers that are independent of media buying.

"Some companies use location data to sell managed media," he warns. "Our philosophy at Adsquare has always been to stay decoupled from media, offering transparent, privacy-first data that integrates seamlessly into your chosen programmatic platform."

Defining leadership in location intelligence

For Laband, being a leader in the space means setting the standard for privacy, technology, and connectivity.

"Leadership is about collecting data the right way, extracting intelligence responsibly, and being integrated with every major programmatic platform," he concludes. "It’s about turning complex signals into actionable insights while maintaining transparency and trust."

Adsquare

Headquartered in Berlin and operating globally, Adsquare empowers advertisers to plan, buy, optimise, and validate programmatic campaigns using cutting-edge location intelligence. By harnessing location as a signal, we provide geo-behavioural insight...

More about Adsquare »

Powered by PressBox