Kantar TGI and Adsquare in Local Ad Effectiveness Deal

Kantar's TGI consumer data team has partnered with location intelligence company Adsquare to help brands build targeted, cookieless and ID-free localised ad campaigns in Great Britain and France.

Users will be able to pinpoint audiences in specific locations with Kantar's TGI (Target Group Index) data set, which measures consumer product and brand consumption, attitudes and media usage, giving a detailed picture of consumers' day-to-day behaviour - and then use this data directly in digital campaigns. The new geo-targeted audiences are available across a range of online data management and demand-side platforms, with brands also able to advertise to people through their mobiles and out-of-home assets.

Tom Laband, CEO and co-founder of Adsquare says the partnership opens up a 'huge variety of new opportunities' for anyone seeking to target almost any kind of consumer audience, without the use of online identifiers. Sarah Sanderson (pictured), MD for Kantar TGI, adds: 'As the deprecation of cookies draws closer, brands, agencies and media owners are seeking new, privacy-friendly ways to reach consumers. Thanks to this partnership with Adsquare, we are enhancing Kantar TGI's capabilities again to plug the gap - allowing advertisers to engage local audiences right down to the postcode level to transform campaign efficiency'.

Web sites: www.kantar.com and www.adsquare.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.