Adsquare introduced on January 5, 2026, the provision of 4 seasonal viewers segments focusing on main Q1 spending occasions, offering programmatic advertisers with entry to location-based client knowledge throughout high-value business home windows. The Berlin-based location intelligence firm launched datasets overlaying Chinese language New 12 months, Valentine’s Day, Tremendous Bowl LIX, and the Milan Cortina Winter Olympics 2026.

The timing precedes vital income intervals throughout a number of industries. Tremendous Bowl spending alone reached $18.6 billion in 2025, in accordance with knowledge cited in Adsquare’s announcement. Valentine’s Day generated $27.5 billion in U.S. spending in 2025, whereas Chinese language New 12 months tourism income approached 633 billion yuan in 2024. The Winter Olympics promoting confirmed efficiency lifts reaching 21.6x client engagement in comparison with customary programming, in accordance with Olympic viewers measurement knowledge.

Geographic distribution spans three areas

Chinese language New 12 months datasets activate throughout Australia, Hong Kong, and Singapore. Valentine’s Day audiences attain France, Germany, Italy, Spain, United Kingdom, and the US. Tremendous Bowl focusing on operates in Germany and the US, whereas Winter Olympics segments span Canada, France, Germany, Italy, United Kingdom, and the US.

The geographic technique displays regulatory frameworks and knowledge assortment partnerships in every market. All datasets perform by way of what Adsquare describes as “100% privacy-first” infrastructure with specific consent foundations. The technical structure requires opt-in location knowledge from cell gadgets earlier than viewers classification happens.

Adsquare’s partnership expansion into Latin America, Center East, and extra U.S. markets occurred in September 2025, although these seasonal datasets don’t but prolong to these territories. The corporate’s technical integration with StackAdapt’s footfall attribution system permits measurement of in-store visits following digital advert publicity throughout EMEA, APAC, NORAM, and LATAM areas.

Viewers segmentation methodology

Chinese language New 12 months audiences divide into eight classes: Reward Patrons, Household Exercise Planners, Purple Envelope (Hongbao) Senders, Luxurious Seekers, Conventional Meals & Beverage Customers, Restaurant Diners, New 12 months Clothes & Style Customers, and Ornament Customers. The segments goal what Adsquare characterizes because the “pre-reunion section” when shoppers safe journey bookings and restaurant reservations earlier than the vacation’s peak migration interval.

Valentine’s Day segments embrace Romantic Reward Patrons, Date Night time Planners, Chocolate & Confectionery Lovers, Floral Fanatics, At-House Date Night time Fanatics, Romantic Getaway Planners, DIY Reward Makers, and Jewellery Customers. The technical method isolates “high-margin spending on luxurious items and premium experiences throughout a condensed interval,” in accordance with the corporate’s documentation.

Tremendous Bowl audiences comprise Tremendous Bowl Followers, Supply Meals Lovers, Watch Get together Hosts, Household Exercise Planners, Recreation Day Snack Fanatics, Social Media Engagers, Sports activities Merchandise Customers, and In-Retailer Low cost Seekers. The segmentation captures habits spanning merchandise purchases by way of last-minute meals supply orders surrounding the February 9 sport at Caesars Superdome in New Orleans.

Winter Olympics datasets embrace Snowboarding & Winter Sport Followers, Dwell Sporting Occasions Goers, Sports activities Followers & Media Shoppers, Culturally Engaged Viewers of Olympic Video games, TV Viewers of Olympic Video games, Italy Lodging & Flight Curiosity, Luxurious Spend Fanatics, and Excessive-Earnings Viewers of Olympic Video games. The Video games happen from February 6-22, 2026, in Milan and Cortina d’Ampezzo, Italy.

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Knowledge structure and privateness compliance

The technical basis depends on three knowledge assortment methodologies: Place Visits, Pursuits, and Buy Intent. Place Visits monitor bodily location patterns by way of GPS coordinates and Wi-Fi triangulation from cell gadgets with specific consent. Pursuits derive from utility utilization patterns and content material engagement throughout cell platforms. Buy Intent identifies procuring habits alerts by way of retail location visits and category-specific shopping patterns.

Privateness compliance operates by way of consent administration platforms built-in on the system stage. Customers should explicitly authorize location knowledge assortment earlier than inclusion in any viewers phase. The structure differs from probabilistic focusing on strategies that infer habits with out direct consent. Adsquare’s documentation emphasizes this distinction as vital for regulatory compliance beneath GDPR in European markets and related frameworks elsewhere.

Technical activation happens by way of two distribution channels. Advertisers entry audiences immediately by way of demand-side platforms together with Adform, Azerion, Google Show & Video 360, LiveRamp, Nexxen, PubMatic, StackAdapt, The Commerce Desk, and Yahoo DSP. Various entry operates by way of Adsquare’s proprietary OnePlatform interface, which supplies direct API integration for marketing campaign administration and viewers customization.

Marketing campaign measurement capabilities prolong past impression supply. The infrastructure helps footfall attribution, measuring bodily retailer visits following digital advert publicity. Cross-channel measurement spans cell, desktop, linked TV, and digital out-of-home promoting. Influence evaluation tracks each publicity metrics and conversion outcomes throughout the attribution window.

Seasonal focusing on execution home windows

Chinese language New 12 months spending concentrates round January 29, 2026, when the vacation begins. The “pre-reunion” focusing on window captures early journey bookers and reward consumers starting roughly two weeks earlier than the date. Tourism spending patterns from 2024 confirmed 633 billion yuan in income throughout the vacation interval, making early place vital for journey, lodging, and reward class advertisers.

Valentine’s Day campaigns function on compressed timelines. February 14 procuring habits exhibits important last-minute buy patterns, notably for flowers, candies, and restaurant reservations. The $27.5 billion U.S. market in 2025 mirrored spending throughout jewellery, positive eating, getaways, and luxurious presents. Adsquare’s documentation emphasizes “dominating the last-minute gifting window” as important for capturing impulse spending.

Tremendous Bowl LIX promoting extends past the February 9 sport day. Pre-game merchandise gross sales, hospitality bookings, and watch get together preparation drive spending all through the previous week. Meals supply and quick-service restaurant visitors peaks within the 48 hours earlier than kickoff. The $18.6 billion spending determine from 2025 encompassed merchandise, meals, drinks, and leisure surrounding the occasion.

Winter Olympics campaigns span the total February 6-22 competitors window. NBCUniversal’s programmatic TV advertising platform supplies entry to Olympic stock by way of main demand-side platforms, creating cross-channel alternatives when mixed with Adsquare’s viewers focusing on. Media consideration peaks throughout marquee occasions, notably Alpine snowboarding, determine skating, and ice hockey competitions.

Market positioning amid seasonal competitors

The seasonal viewers launch coincides with broader trade concentrate on Q1 promoting alternatives. Meta’s Q5 marketing strategy emphasised late December by way of mid-January as intervals of lowered public sale competitors and decrease cost-per-thousand impressions. Nevertheless, main seasonal occasions reverse this dynamic, driving CPM will increase as manufacturers compete for consideration throughout concentrated spending home windows.

Microsoft’s holiday marketing research throughout Center East, Turkey, and Africa markets discovered that 90% of vacation conversions happen exterior peak promotional intervals like Black Friday and Cyber Monday. The discovering suggests seasonal occasions with cultural significance could generate extra sustained engagement than purely promotional procuring home windows.

Demand-side platform enlargement creates further distribution channels for seasonal audiences. Amazon DSP’s fold position targeting and native placement controls, launched December 2024, allow extra exact marketing campaign execution when mixed with behavioral viewers knowledge. The technical integration between DSPs and knowledge suppliers like Adsquare determines marketing campaign effectivity throughout high-competition home windows.

Privateness-first positioning differentiates Adsquare’s method from cookie-based focusing on strategies dealing with deprecation throughout main browsers. The corporate’s specific consent structure operates independently of third-party cookies, avoiding disruption as platforms remove these identifiers. This technical basis turns into more and more related as regulatory frameworks increase privateness necessities globally.

Technical implementation for marketing campaign activation

Advertisers requiring speedy entry activate pre-configured datasets by way of DSP interfaces. The method includes deciding on Adsquare as the information supplier inside the platform’s viewers focusing on part, then selecting particular seasonal segments from accessible choices. Campaigns launch inside customary DSP workflows with out further technical integration.

Customized viewers growth operates by way of separate engagement with Adsquare’s knowledge science staff. Advertisers specifying necessities past customary segments obtain tailor-made viewers definitions combining a number of knowledge alerts. The customization course of sometimes requires two to a few weeks for viewers creation, high quality verification, and platform integration earlier than marketing campaign launch.

API integration by way of OnePlatform supplies programmatic entry to viewers knowledge for advertisers managing campaigns exterior conventional DSP interfaces. The platform helps create, learn, replace, and delete operations for viewers segments. Technical documentation consists of endpoint specs, authentication protocols, and response schemas for integration into proprietary promoting expertise stacks.

Measurement implementation requires defining conversion occasions earlier than marketing campaign launch. Footfall attribution depends upon polygon or radius definitions round bodily areas the place conversions happen. The system tracks system IDs uncovered to ads, then identifies when these gadgets subsequently go to outlined geographic boundaries. Attribution home windows sometimes span 7, 14, or 30 days, although customized timeframes accommodate particular enterprise necessities.

Price construction and viewers availability

Adsquare operates by way of cost-per-thousand impressions pricing fashions built-in into DSP billing. Viewers knowledge charges apply as incremental prices above customary media charges. Pricing varies primarily based on viewers phase specificity, geographic market, and quantity commitments. The corporate doesn’t publish customary fee playing cards, negotiating phrases with particular person advertisers or companies.

Platform availability spans 12 demand-side platforms globally. Activation timelines depend upon current technical integrations between advertisers and DSPs. Advertisers with out present relationships face setup intervals starting from a number of days to a number of weeks relying on platform necessities and compliance procedures.

Geographic restrictions restrict availability to specified markets for every seasonal viewers. Advertisers trying to activate Chinese language New 12 months segments exterior Australia, Hong Kong, and Singapore encounter technical blocks inside DSP interfaces. Comparable restrictions apply to different seasonal datasets primarily based on knowledge assortment partnerships and regulatory compliance in every territory.

Viewers scale varies considerably throughout segments and markets. Excessive-intent classes like “Luxurious Seekers” for Chinese language New 12 months or “Jewellery Customers” for Valentine’s Day include fewer people than broader classifications like “Tremendous Bowl Followers” or “TV Viewers of Olympic Video games.” Minimal scale thresholds stop activation when viewers sizes fall under viable marketing campaign attain.

The seasonal viewers launch extends Adsquare’s core location intelligence platform into time-sensitive marketing campaign execution. The technical method—combining place go to knowledge, curiosity alerts, and buy intent indicators with specific consent frameworks—positions the providing inside ongoing shifts towards privacy-compliant programmatic promoting infrastructure. Success depends upon advertiser adoption charges, measurement validation, and aggressive positioning in opposition to various viewers knowledge suppliers working by way of related DSP distribution channels.

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Abstract

Who: Adsquare, a Berlin-based location intelligence firm, launched seasonal viewers datasets focusing on advertisers executing campaigns throughout main Q1 cultural spending occasions. The corporate operates throughout 26 international locations with partnerships spanning 12 demand-side platforms together with Google Show & Video 360, The Commerce Desk, StackAdapt, and Amazon DSP.

What: 4 seasonal viewers datasets overlaying Chinese language New 12 months (8 segments throughout Australia, Hong Kong, Singapore), Valentine’s Day (8 segments throughout 6 international locations), Tremendous Bowl LIX (8 segments in Germany and United States), and Milan Cortina Winter Olympics 2026 (8 segments throughout 6 international locations). Every dataset combines place go to knowledge, curiosity alerts, and buy intent indicators by way of 100% privacy-first, specific consent infrastructure.

When: Introduced January 5, 2026, with availability for speedy activation by way of collaborating demand-side platforms and Adsquare’s OnePlatform interface. Goal occasions span January 29 (Chinese language New 12 months) by way of February 22, 2026 (Olympics closing ceremony), with Tremendous Bowl LIX on February 9 and Valentine’s Day on February 14.

The place: Geographic availability varies by occasion: Chinese language New 12 months audiences function in Asia-Pacific markets (Australia, Hong Kong, Singapore); Valentine’s Day spans Europe and North America (France, Germany, Italy, Spain, United Kingdom, United States); Tremendous Bowl targets Germany and United States; Winter Olympics covers six international locations (Canada, France, Germany, Italy, United Kingdom, United States).

Why: Seasonal occasions generate concentrated client spending throughout compressed timeframes—Tremendous Bowl reached $18.6 billion in 2025, Valentine’s Day generated $27.5 billion U.S. spending in 2025, Chinese language New 12 months tourism approached 633 billion yuan in 2024, and Olympic promoting drives 21.6x client engagement lifts versus customary programming. Location-based viewers focusing on permits advertisers to succeed in high-intent shoppers throughout these home windows by way of programmatic infrastructure, addressing the advertising group’s want for privacy-compliant, measurable marketing campaign execution throughout peak income intervals when public sale competitors and CPMs improve considerably.


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