MINT Square Adds Adsquare Location Data to Programmatic
Advertisers gain new capabilities to track in-store conversions directly through their existing programmatic workflow.
Updated on Oct. 22, 2026 in Advertising
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MINT Square has partnered with real-world data platform Adsquare to integrate location-based insights into its programmatic advertising services. Advertisers using the platform can now access geo-contextual targeting and store visit measurement across multiple demand-side platforms.
Why it matters
Brands are increasingly pressured to demonstrate the ROI of digital campaigns by connecting online ad spend to physical foot traffic. This integration provides a standardized mechanism for measuring in-store conversions from digital advertising efforts.
Adsquare currently supports a network of 2,500 retailers, agencies, advertisers, and programmatic platforms. This integration allows MINT Square clients to pull these data segments directly into The Trade Desk, Adform, and Active Agent.
The players
MINT Square
A programmatic advertising consultant and platform operator that provides strategic planning and technical access to demand-side platforms.
Adsquare
A global real-world data platform that provides location intelligence, consumer movement data, and measurement tools for the advertising industry.
The details
The integration embeds Adsquare's location intelligence directly into MINT Square's programmatic ecosystem. Advertisers utilize this data to deploy geo-contextual campaigns and verify whether digital ad impressions correlate with physical store visits. MINT Square further supports this workflow by providing consulting services to help clients plan and structure these data segments for performance tracking.
Timeline
October 22, 2026: MINT Square announced the partnership with Adsquare.
Market Landscape
This partnership follows the established industry-wide push for O2O (online-to-offline) attribution modeling, which seeks to solve the persistent challenge of linking digital exposure to physical point-of-sale transactions. It aligns with broader trends where ad platforms pivot toward granular, real-world data to maintain value against tightening privacy regulations.
Operators running programmatic campaigns should evaluate whether their current attribution models adequately capture offline conversions. Managers should consider if integrating geo-contextual segments could improve ad spend efficiency by filtering for high-propensity physical store visitors.
The takeaway
The gap between digital ad impressions and physical conversions continues to shrink through more direct platform integrations. Operators should track the conversion rate uplift for campaigns using Adsquare segments to determine if the increased data complexity justifies the cost.
Further reading
For broader trends in digital marketing and measurement, visit the Advertising section.
Source note: This article includes information reported by Adweek.
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Do you trust companies to track your physical store visits to measure digital ad success?
