Nielsen and Adsquare to offer advertisers ‘hyper-relevant’ location-based data

Measurement firm Nielsen and audience and location intelligence business Adsquare will enable advertisers to reach “hyper-relevant” consumers under a new deal struck by the two companies.

The firms said the collaboration will combine Adsquare’s granular visit data and Nielsen’s intent and preference insights, and provide marketers with greater knowledge of potential customers. It will also enable brands to create geo-behavioural audience segments.