Adsquare

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.

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

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

• Real-world data platform
• Location intelligence
• Footfall attribution
• Audience targeting
• Programmatic advertising

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices7 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core 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

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability3 records

Feature8 records

Partnerships

Eleven partnerships are on record, tiered core and major.

• NIQ (formerly NielsenIQ)coreStrategic or Co-development Partner · 8 April 2026NIQ 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.
• SilverpushcoreTechnology or Integration · 23 September 2025Global 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 EuropecoreOthersAdsquare 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 DeskcoreTechnology or IntegrationMajor DSP platform partner enabling programmatic advertising activation through Adsquare's data and services.
• DV360 (Display & Video 360)coreTechnology or IntegrationGoogle's DSP platform integrated with Adsquare for audience targeting and campaign activation.
• HivestackcoreTechnology or IntegrationDOOH (Digital Out-of-Home) platform partner for OOH planning and measurement integration.
• MagnitecoreTechnology or IntegrationSupply-side platform (SSP) partner for programmatic advertising integration.
• PubMaticcoreTechnology or IntegrationSSP partner enabling programmatic advertising activation.
• Vistar MediacoreTechnology or IntegrationDOOH platform partner for out-of-home advertising planning and activation.
• LiveRampcoreTechnology or IntegrationIdentity resolution platform partner for cross-device targeting and data connectivity.
• JCDecauxmajorTechnology or IntegrationMajor OOH media owner partner for outdoor advertising inventory and measurement.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct 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

• Xx.com/adsquarecom
• Facebookfacebook.com/adsquarecom
• LinkedInlinkedin.com/company/adsquare-gmbh

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds4 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Adsquare