Square

Market leader in SMB payment processing and point-of-sale solutions in the United States, with growing presence in enterprise and international markets

Square, now operating under its parent company Block, Inc. (formerly Square, Inc.), is a financial services and commerce platform founded in 2009 by Jack Dorsey and Jim McKelvey. The company revolutionized payment processing by enabling small businesses to accept card payments via a simple mobile card reader, and has since expanded into a comprehensive ecosystem of business tools including point-of-sale systems, payroll, invoicing, inventory management, and banking services. Square's product suite spans hardware and software solutions tailored to retail, food and beverage, appointments-based businesses, and e-commerce. Its ecosystem includes Square POS, Square for Restaurants, Square for Retail, Square Online, Square Payroll, and Square Banking, among others. The platform's tight integration across these verticals allows merchants to manage their entire business operations from a single dashboard, making it particularly attractive to small and medium-sized businesses seeking an all-in-one solution. While Square is not a traditional AdTech company, it plays a growing role in the commerce media and retail media ecosystem. Its rich first-party transaction data from millions of merchants and consumers positions it as a significant player in commerce intelligence and targeted marketing enablement. Square's Seller ecosystem and Cash App (also under Block) provide valuable data signals that intersect with advertising and customer engagement strategies, making it relevant to the broader AdTech and MarTech landscape.