Azerion expands Adsquare partnership across LATAM, Middle East and US markets

Hawk by Azerion and Adsquare announced on September 18, 2025, the expansion of their strategic partnership into Latin America, the Middle East, the United States, and several new European countries. The collaboration extends omnichannel advertising capabilities across Digital Out of Home (DOOH), mobile, and audio channels.

According to the announcement, this extended partnership enables advertisers to access comprehensive audience data segments across all new regions. Brands can now leverage location-based targeting and behavioral audience segments globally, with cross-channel measurement including footfall, exposure, and impact analysis.

Technical Integration Details

The partnership centers on Adsquare's full integration into the Azerion Data Marketplace. This technical milestone strengthens the platform's data ecosystem and forms part of Azerion's broader strategy to enrich its marketplace with additional high-quality data partners in coming weeks.

Adsquare's data solutions provide three core capabilities within the expanded partnership framework. First, audience targeting delivers access to high-quality, location-based and behavioral audience segments globally. Second, omnichannel measurement (DTS) offers cross-channel measurement including footfall, exposure, and impact across DOOH, mobile, and audio channels. Third, insights and attribution provide actionable data to optimize campaigns in real-time and drive measurable outcomes.

The technical architecture allows advertisers to activate data-driven campaigns seamlessly across multiple channels. Campaign measurement spans mobile applications, DOOH installations, and audio platforms with unified attribution models.

Market Expansion Scope

The partnership expansion covers four distinct geographical regions. Latin America represents a significant new market for the combined solution, offering access to location intelligence data across major metropolitan areas. Middle East expansion provides targeting capabilities in key commercial centers throughout the region.

United States market entry delivers comprehensive audience segments and measurement solutions across major metropolitan statistical areas. The partnership also extends into new European countries beyond existing coverage, broadening the total addressable market for omnichannel campaigns.

According to Mehdi Aroussi, Senior Director, Global Partnerships at Azerion, "Our extended partnership with Adsquare allows us to deliver a truly global omnichannel solution. Whether our clients are activating campaigns in Europe, the US, the Middle East, or Latin America, they will now benefit from the same premium standards of audience targeting, real-time insights, and holistic measurement across all channels."

Data Marketplace Integration

The Azerion Data Marketplace serves as the central hub for the expanded partnership capabilities. Adsquare's location intelligence platform integrates directly into this marketplace infrastructure, providing advertisers with unified access to global audience data segments.

This integration marks another step toward building what the companies describe as one of the industry's most comprehensive data ecosystems. The marketplace model enables advertisers to access multiple data sources through a single interface while maintaining consistent quality standards across different geographical markets.

Maria Botelho, VP Global Partnerships at Adsquare, explained the strategic importance: "As advertisers demand more measurable outcomes across channels and geographies, our expanded partnership with Azerion ensures that location intelligence becomes a core driver of performance everywhere. By combining Adsquare's global audience and measurement solutions with Azerion's omnichannel platform, we're enabling brands to plan, buy, and validate campaigns with confidence at scale."

Company Background Context

Azerion, founded in 2014 and publicly traded on EURONEXT under ticker AZRN, operates as one of Europe's largest digital advertising and entertainment media platforms. The company maintains commercial teams in over 26 cities worldwide to support client partnerships and campaign execution.

Headquartered in Amsterdam, Azerion delivers global scaled audiences through proprietary technology in what it describes as safe, engaging, and high-quality environments. The platform utilizes a strategic portfolio of owned and operated content alongside entertainment and digital publishing partnerships.

Adsquare operates as a global location intelligence company, focusing on privacy-first data solutions for audience targeting, measurement, and insights. The platform empowers marketers through contextually relevant and location-based data, supporting omnichannel advertising across the programmatic ecosystem.

Industry Context and Implications

The partnership expansion reflects broader industry trends toward omnichannel advertising measurement and global data standardization. Advertisers increasingly demand consistent targeting and measurement capabilities across different geographical markets and media channels.

Location intelligence has become increasingly critical for programmatic advertising, particularly as brands seek to understand cross-channel attribution models. The combination of DOOH, mobile, and audio measurement capabilities addresses growing demand for unified campaign analytics.

The timing of this announcement aligns with increasing programmatic advertising investment in emerging markets. Latin America and Middle East regions represent significant growth opportunities for digital advertising platforms seeking to expand beyond traditional North American and European markets.

Cross-channel measurement capabilities have become essential for advertisers managing complex media mix models. The ability to track campaign performance across DOOH, mobile, and audio channels provides more comprehensive attribution data than single-channel measurement approaches.

Technical Implementation Framework

The expanded partnership operates through direct API integration between Adsquare's location intelligence platform and the Azerion Data Marketplace. This technical architecture enables real-time data synchronization across all supported geographical markets.

Campaign activation occurs through unified workflow management, allowing advertisers to launch omnichannel campaigns across multiple regions simultaneously. The measurement framework provides standardized metrics across different media channels and geographical markets.

Data processing adheres to regional privacy regulations across all supported markets, including GDPR compliance in European markets and CCPA compliance for United States operations. The platform maintains privacy-first data processing standards while delivering targeting capabilities.

Attribution modeling incorporates location-based signals with behavioral data to provide comprehensive campaign performance insights. This approach enables advertisers to understand cross-channel impact and optimize media spend allocation accordingly.

The partnership represents a significant expansion of omnichannel advertising capabilities across key global markets. By integrating location intelligence with unified measurement frameworks, the collaboration addresses growing advertiser demand for consistent, measurable outcomes across different channels and geographical regions.

• 2014: Azerion founded, later becoming one of Europe's largest digital advertising platforms
• Related developments: Programmatic DOOH continues growth trajectory as omnichannel measurement becomes industry standard
• Industry context: Location-based advertising sees increased adoption across multiple channels and regions

Summary

Who: Hawk by Azerion (omnichannel advertising platform) and Adsquare (global location intelligence platform) are the primary companies involved in this partnership expansion.

What: The companies are expanding their strategic partnership to enable omnichannel data solutions across new global markets, integrating Adsquare's location intelligence platform into the Azerion Data Marketplace.

When: The partnership expansion was announced on September 18, 2025, with Adsquare's solutions now fully integrated into the Azerion platform.

Where: The expansion covers Latin America, the Middle East, the United States, and several new European countries, extending beyond their existing European market presence.

Why: The expansion addresses growing advertiser demand for consistent targeting and measurement capabilities across different geographical markets and media channels, enabling brands to activate omnichannel campaigns with unified attribution models.