Adsquare
Adsquare is a Berlin-based location intelligence and real-world data platform that helps advertisers, agencies, and programmatic platforms plan, target, optimize, and validate campaigns that drive physical-world outcomes, serving 2,500+ brands and agencies across 26 markets via Privacy-by-Design SDK-derived location data.
- Company typePrivate
- Founded2012
- HeadquartersBerlin, Germany
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What Adsquare does
Adsquare GmbH is a Berlin-headquartered, privately-held location intelligence and real-world data company founded in 2012 that provides a Privacy-by-Design platform enabling advertisers, agencies, and programmatic platforms to plan, target, optimize, and validate marketing campaigns that bridge the online-to-offline gap. The company's product is organized as "The Outcomes Loop" — a four-phase framework comprising Planning (Store Intelligence, OOH Intelligence), Targeting (ID-Precise Audiences, Geo-Contextual Audiences), Optimization (Visit Data Feed), and Validation (Attribution Reports) — delivered through a self-service interface called OnePlatform alongside a dedicated OOH Planner tool. The core technology stack is built on 100% SDK-derived mobile location data processed through a proprietary visit-matching algorithm that links digital ad exposure to physical-world foot traffic, with NIQ partnership data adding CPG purchase-based audience segments and Silverpush integration extending measurement to YouTube/CTV.
Adsquare operates across 26 markets and 9 offices (Berlin, Düsseldorf, London, Madrid, Milan, New York, Paris, and additional APAC locations), serving 2,500+ clients including global brands (IKEA, Coca-Cola, P&G, Nestlé, Unilever, Hyundai, Volkswagen), holding companies and agencies (WPP, Omnicom, Publicis, Dentsu, GroupM, Havas), and programmatic platforms (The Trade Desk, DV360, Amazon DSP). Revenue is generated primarily through usage-based fees tied to campaign media spend and billable impressions, supplemented by minimum commitment fees in enterprise Order Forms and royalty-bearing data licenses; pricing is quote-based and not publicly disclosed. The company is led by founders and co-Managing Directors Sebastian Doerfel (COO), Tom Laband (CEO), and Fritz Richter (CTO), with VP Global Marketing (Christoph Herwig) and GM of Americas (Christopher Gurciullo) rounding out named leadership. Distribution combines direct enterprise sales, a managed-services channel, an open API, and deep integrations across 15+ DSP/SSP/DOOH platforms that allow activation without middleware friction.
Adsquare firmographics
Firmographics- Name
- Adsquare
- Legal name
- adsquare GmbH
- Website
- https://adsquare.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Adsquare is a Berlin-based location intelligence and real-world data platform that helps advertisers, agencies, and programmatic platforms plan, target, optimize, and validate campaigns that drive physical-world outcomes, serving 2,500+ brands and agencies across 26 markets via Privacy-by-Design SDK-derived location data.
- Ownership category
- akta.pro rank
Adsquare industry classification
Industry- Product category
- Real-world data and location intelligence platform
- NAICS
- Advertising Agencies (541810), Other Services Related to Advertising (541890), Media Buying Agencies (541830), Marketing Research and Public Opinion Polling (541910)
- SIC
- Services-Advertising (7310)
- akta.pro primary industry
- OOH Measurement, Attribution & Verification (Footfall, Impressions, Brand Lift) (BPAFALAK)
- akta.pro secondary industries
- OOH Programmatic & Data/Measurement Services (Audience Analytics, Attribution) (MPAAAKAI), Marketing Technology, AdTech & MarTech Services (BPAFAAAN)
Keywords
Where Adsquare is headquartered
LocationHeadquarters
- HQ city
- Berlin
- HQ country
- Germany
- HQ region
- Europe
Offices7 records
Markets served
Adsquare business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Platform Services and Data Licensing: Adsquare provides platform access and data services to clients for planning, targeting, optimizing, and validating advertising campaigns. Usage-based pricing with fees calculated on campaign metrics (impressions, conversions). Minimum commitment fees may be agreed for committed usage volumes. Royalty-bearing licenses for interest-based and location-based advertising use.
- Usage-Based Royalties: Fees calculated based on client usage data including media budget spent and/or billable impressions of campaigns. Weekly reporting required for services used via Platform Partners. Invoiced monthly with 30-day payment terms.
- Data Activation Services: Revenue from enabling advertisers to activate audience segments (such as NIQ GeoPurchase) for targeted advertising across programmatic and OOH channels.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Monthly | Self-service platform access with fee-based services |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels5 records
Adsquare product offering
Product offeringCore offering
Adsquare is a real-world data and location intelligence platform that enables advertisers, agencies, and programmatic platforms to plan, target, optimize, and validate advertising campaigns that drive measurable offline outcomes. Its product, The Outcomes Loop, combines audience targeting, footfall attribution, and campaign measurement using SDK-derived location data and a proprietary visit-matching algorithm. Clients access the platform via the self-service OnePlatform, the OOH Planner for digital out-of-home, the Adsquare API, and direct DSP integrations.
Product overview
Adsquare offers The Outcomes Loop, a unified real-world data platform built on Privacy-by-Design principles. The platform operates through four connected phases—Planning (Store Intelligence, OOH Intelligence), Targeting (ID-Precise Audiences, Geo-Contextual Audiences), Optimization (Visit Data Feed), and Validation (Attribution Reports)—that compound into measurable business outcomes. Clients access these capabilities through the OnePlatform self-service interface and OOH Planner tool, with measurement powered by Adsquare Measurement solution.
Differentiator
Problem solved
Functional benefit
Products and services
- The Outcomes Loop Unified real-world data platform enabling advertisers, agencies, and platforms to plan, target, optimize, and validate advertising campaigns that close the online-to-offline gap, built on Privacy-by-Design principles with four connected phases: Planning, Targeting, Optimization, and Validation.
- OnePlatform Primary self-service platform for audience activation and campaign management across programmatic and digital out-of-home channels, used by advertisers, agencies, and platforms to plan, target, optimize, and validate campaigns.
- OOH Planner Out-of-home campaign planning tool enabling advertisers to plan, measure, and optimize OOH advertising campaigns using location intelligence, footfall data, and targeting recommendations.
- Adsquare Measurement Footfall attribution solution that links digital ad exposure to physical store visits using 100% SDK-derived location data and the visit-matching algorithm, validating real-world campaign impact and delivering cost-per-visit metrics.
- Adsquare API Technical API interface for programmatic access to Adsquare data and services, used by platforms and clients to optimize, measure, and analyze marketing and advertising campaigns, authenticated via API keys.
Quantifiable outcome
- 4,000+ IKEA store visits driven in Canada campaign
- +3 more outcomes
Companies that use Adsquare
Customer profileNamed customers10 records
Segments3 records
Ideal customer profiles3 records
Adsquare technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability3 records
Feature8 records
Adsquare partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and major.
- NIQ (formerly NielsenIQ)coreNIQ and Adsquare collaboration to integrate NIQ's GeoPurchase audience segments into Adsquare's platform for privacy-safe activation across Europe and North America. Advertisers can access hundreds of audience segments derived from anonymized, real-world CPG purchase insights for precise targeting across programmatic and digital OOH campaigns. Segments available through Adsquare's OnePlatform, OOH Planner, and existing DSP integrations.
- SilverpushcoreGlobal partnership to power measurement for YouTube ad campaigns by linking digital ad exposure to real-world foot traffic. Uses sophisticated visit matching algorithm and polygon geometries around key locations. Early access client Porsche Canada ran campaigns that drove 73 qualified buyers to local dealerships.
- IAB EuropecoreAdsquare is a registered Vendor of the IAB Europe Transparency and Consent Framework (TCF), with Vendor ID 66. This enables compliance with GDPR consent requirements for advertising data processing.
- The Trade DeskcoreMajor DSP platform partner enabling programmatic advertising activation through Adsquare's data and services.
- DV360 (Display & Video 360)coreGoogle's DSP platform integrated with Adsquare for audience targeting and campaign activation.
- HivestackcoreDOOH (Digital Out-of-Home) platform partner for OOH planning and measurement integration.
- MagnitecoreSupply-side platform (SSP) partner for programmatic advertising integration.
- PubMaticcoreSSP partner enabling programmatic advertising activation.
- Vistar MediacoreDOOH platform partner for out-of-home advertising planning and activation.
- LiveRampcoreIdentity resolution platform partner for cross-device targeting and data connectivity.
- JCDecauxmajorMajor OOH media owner partner for outdoor advertising inventory and measurement.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Adsquare competitors and assessment
Company assessmentDirect peers
- Foursquare: Foursquare operates a location intelligence platform (Places API, Attribution, Panels) used by advertisers, agencies and platforms for footfall and proximity measurement — overlapping directly with Adsquare's location-based audience targeting, visit attribution and OOH planning.
- Placer.ai: Placer.ai provides foot-traffic analytics, audience targeting and competitive benchmarking using location data, positioning it as a direct competitor for retail and OOH outcome measurement.
- Near: Near (Allspark) is a privacy-first location data platform with 'True Visits' footfall measurement and audience/activation products across programmatic and OOH — directly competing with Adsquare's OnePlatform and Visit Data Feed.
- Blis: Blis is a location-powered DSP and Smart Bytes activation platform with footfall measurement capabilities that overlap with Adsquare's targeting and attribution offering.
- GroundTruth: GroundTruth operates the 'BluePrint' location and audience platform for planning, targeting and measuring visits to physical stores, directly comparable to Adsquare's outcomes loop.
- Cuebiq (Precisely): Cuebiq provides anonymized, consent-based location data and footfall analytics for audience targeting, OOH measurement and attribution, now operating within Precisely's data integrity portfolio — overlapping with Adsquare's location intelligence stack.
- SafeGraph: SafeGraph provides high-quality POI data and mobility insights to advertisers and platforms, supplying underlying location intelligence used by the same buyer personas Adsquare serves.
- Hivestack: Hivestack is a global programmatic DOOH ad exchange with integrated planning, activation and measurement tools — directly comparable for the OOH Planner and DOOH outcome measurement portions of Adsquare's offering (noted as a DSP/platform partner).
Broad incumbents
- LiveRamp: LiveRamp is a broader data connectivity and identity resolution incumbent with deeper roots in audience infrastructure; it is a known Adsquare partner and competes for parts of the same advertising data and activation budgets.
- Oracle Advertising (Moat / Grapeshot): Oracle Advertising combines Moat (viewability/attention measurement) with Grapeshot (contextual targeting) — broader adtech incumbents competing with Adsquare in brand safety, contextual and outcomes measurement.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Adsquare social profiles
Digital presenceAdsquare compliance and trust
Trust signalCompliance3 records
Adsquare financial estimates
Financial estimateRevenue estimate
Valuation estimate
Adsquare leadership team
Management profileNumber of profiles
Profiles5 records
Adsquare funding detail
Funding detailFunding overview
Funding rounds4 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Adsquare M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Adsquare
What does Adsquare do?
Adsquare is a real-world data and location intelligence platform that enables advertisers, agencies, and programmatic platforms to plan, target, optimize, and validate advertising campaigns that drive measurable offline outcomes. Its product, The Outcomes Loop, combines audience targeting, footfall attribution, and campaign measurement using SDK-derived location data and a proprietary visit-matching algorithm. Clients access the platform via the self-service OnePlatform, the OOH Planner for digital out-of-home, the Adsquare API, and direct DSP integrations.
Is Adsquare a public or private company?
Adsquare is a private company. It is classified as venture growth investor backed and is currently operating.
When was Adsquare founded?
Adsquare was founded in 2012. It employs 101 to 250 people.
Where is Adsquare based?
Adsquare is headquartered in Berlin, Germany, in the Europe region.
How does Adsquare make money?
Three revenue lines are on record. Platform Services and Data Licensing is the primary driver. The others are usage-Based Royalties and data Activation Services.
Who are Adsquare's main competitors?
Direct peers on record are Foursquare, Placer.ai, Near, Blis, GroundTruth, Cuebiq (Precisely), SafeGraph and Hivestack. Broad incumbents are LiveRamp and Oracle Advertising (Moat / Grapeshot).
Does Adsquare have an API?
Yes. Adsquare provides an API that enables Clients to access Adsquare Data and Adsquare Services for optimizing, measuring and analysing marketing and advertising campaigns. The API is accessed via separate technical interface (Adsquare API) with authentication via API keys provided by Adsquare. Clients must comply with API specifications, transmit data corresponding to API specifications, and delete received data immediately after delivery of advertising material and/or processing of requests. Services via API may only be used to optimise, measure and analyse marketing and advertising services.
What industry is Adsquare in?
Adsquare's product category is Real-world data and location intelligence platform. Its primary akta.pro industry code is BPAFALAK, OOH Measurement, Attribution & Verification (Footfall, Impressions, Brand Lift), with a secondary code of MPAAAKAI, OOH Programmatic & Data/Measurement Services (Audience Analytics, Attribution). Its NAICS code is 541810 and its SIC code is 7310.