Adwise Sphere: New Physical Signals for Audience Definition

Adwise Sphere is our MadTech platform, built one insight and one piece at a time.

With the aim of selectively adopting the right solutions to meet (or even anticipate) the market’s demands. Since 2020 especially, these demands have increasingly required us to react quickly in order to build functional forms of innovation — and being independent greatly helps reduce reaction times.

This is how Adwise Sphere came to life: a place where technologies, data sources, and measurement layers are harmonized by proprietary algorithms and intelligence. Combining plug & play logic with distinctive capabilities.

There’s a lot of talk — rightly so — about omnichannel strategies. But omnichannel also applies to data strategy, where audience identity is made up of different signals — not just digital ones.

In the past month, we’ve accelerated the development of our “identity” models that allow us to define audiences also in terms of geotargeting and geoplanning.

The digitization of signals from the physical world is becoming an increasingly important ingredient — just think of the advancements in advanced location intelligence or retail data with Circana.

Starting today, with the integration of Urbistat and Ugeo UgeOOH into Adwise Sphere, we’re enriching our audience insights and predictive models (including behavioral ones), systematically combining these signals with all other datapoints to better define our audience’s identity — both ex-ante, as strategic insights, and ex-post in the executional planning — across all media, with an evolved geoplanning logic.

This includes direct onboarding of insights into our DSPs for all digitized channels (including CTV and DOOH), and a fully mapped stack of OOH/DOOH positions — which can also be activated in pure programmatic through The Trade Desk interface.