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Adsquare using Here’s 2D mapping to boost ad geofencing

Adsquare, a mobile-centric data exchange platform for advertisers, is offering its clients more granular audience segmentation with the help of Here, the mapping platform, for geofencing campaigns. Location data has gained some steam in mobile advertising, especially in targeting audiences based on zip code or a specific street. Still, brands and advertisers haven’t fully embraced location data yet. According to eMarketer, only a quarter of mobile marketers are using location data at present. And, as with other data sets, the advertising industry has struggled with accuracy in location data. Geofencing, which enables marketers to deliver specific ads to consumers within very, very specific geographies, has been under the spotlight in recent months as the next big data tool in mobile…

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