Clients offered cookie-free insights for local activity

Advertisers are being offered the chance to engage local audiences with highly targeted, cookieless and ID-free digital ad campaigns running on mobile phones and poster sites, following a new partnership between Kantar TGI’s data team and Adsquare.

It is claimed the deal means planning teams and media buyers can maximise clients’ investment by focusing campaigns to distinct audiences in the places where ad spend will have the greatest impact.

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 on out-of-home sites.

The audience segments are claimed to be entirely privacy secure, enabling ID-free targeting based on GDPR-compliant, opt-in consumer data.

Kantar TGI managing director Sarah Sanderson said: “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.”

Sanderson maintains that by using Kantar TGI, brands can drill down into the audiences that really matter to them, with a wealth of detail about consumers.

She added: “From people who enjoy ready meals, to those who like to pay for things using crypto, there is a richness of insight across behaviours and attitudes that advertisers can leverage to deliver highly targeted and effective marketing.”

Adsquare chief executive and co-founder Tom Laband commented: “This partnership opens up a huge variety of new opportunities for anyone seeking to target almost any kind of consumer audience which offers greatest impact without the use of online identifiers.

“As specialists in audience and location data, we are delighted to expand our offering to include Kantar’s TGI consumer data, giving our clients additional options for ID-free targeting solutions.”