Out Of Home Media Planning and Buying Media

Yahoo expands Adsquare partnership to deepen DOOH analysis


By John McCarthy, Opinion Editor

September 27, 2022 | 3 min read

Yahoo has expanded its relationship with Adsquare to bring expanded digital out-of-home (DOOH) targeting and measurement to its DSP in the EMEA markets.


The footfall measurement add-on helps advertisers understand how many customers their campaigns are impacting / Yahoo

Responding to advertiser demand around digital out-of-home (DOOH) ad performance, Yahoo has added to existing first- and third-party data sets to allow advertisers to further hone campaigns through Adsquare’s footfall measurement and audience scoring segments.

Yahoo builds its Identity Graph on deterministic data from “opted-in, consented consumer relationships” across numerous channels such as its mobile app, search and its owned and operated sites.

It claims it can now deliver “better-performing campaigns” using new audience scoring and footfall measurement tools.

The audience scoring feature combines mobile audience data with SDK data to score DOOH audiences by site against the target audience of the client, based upon information that can be inferred by people on these sites at specific times.

Meanwhile, the footfall measurement add-on helps advertisers understand how many customers their campaigns are impacting and how to adjust and optimize to improve outcomes. Yahoo claims this data “goes beyond traditional engagement KPIs.”

The new features from Adsquare will be available for advertisers across Europe booking DOOH campaigns through the Yahoo DSP. Globally, Yahoo also has DOOH supply including inventory from VIOOH, Hivestack, Broadsign and more.

Tom Laband, chief executive officer and co-founder at Adsquare, said: “OOH is finally taking its place at the heart of fully integrated, automated and measurable campaigns. Our two companies are firmly united in an attitude of the highest standards of privacy and the goal of developing the most innovative customer solutions. With this new integration, we bring these principles to life with the clear message that – especially in these times – solutions for higher effectiveness should be a priority.”

Josh Partridge, head of EMEA at Yahoo, added: “Through the combination of our own industry-leading technology, along with partnerships and integrations, the Yahoo DSP offers the most holistic opportunities for advertisers across every digital channel. DOOH is seeing tremendous growth, and we are able to connect advertisers with an unparalleled amount of digital screens around the world. With this expanded capability, we are making it easier for our customers to measure coherently across their omnichannel campaigns through one platform.”

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