Yahoo! and Adsquare in DOOH Measurement Deal

Yahoo! and audience data and targeting specialist Adsquare have partnered to help advertisers in EMEA markets develop their digital out-of-home (DOOH) campaigns, using Adsquare's footfall measurement and audience scoring segments.

Yahoo's own Identity Graph is built on deterministic data from opted-in, consented consumer relationships across a range of omnichannel, cross-screen touchpoints including mobile app, search, owned and operated sites, and apps, processing billions of impressions globally. Adsquare's range of solutions for campaign optimisation is based on opt-in, anonymised data.

As part of the deal, the firms will bring DOOH targeting and measurement capabilities to the omnichannel Yahoo DSP (demand side platform) across EMEA markets. The new DOOH capabilities available in the Yahoo DSP include audience scoring by combining mobile audience data with SDK-derived data; and footfall measurement across geographical locations.

Adsquare CEO and co-founder Tom Laband (pictured) comments: 'OOH is finally taking its place at the heart of fully integrated, automated and measurable campaigns. With this new integration, we bring these principles to life with the clear message that solutions for higher effectiveness should be a priority'.

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