News

JCDecaux partners with Neustar for DOOH mobile location intelligence

May 30, 2019

Neustar, a real-time information services company, is partnering with JCDecaux North America Inc., a subsidiary of outdoor advertiser JCDecaux, to deliver mobile location intelligence for DOOH advertisers.

With Neustar's ElementOne platform, JCDecaux will gain location data from geospatial maps to measure foot traffic and audiences, according to a press release.

With the integration, advertisers will be able to perform a variety of tasks:

• Improve campaign efficiency by targeting based on attitudes and lifestyle.
• Analyze foot traffic patterns and commutes.
• Develop audience profiles through pseudonymized location signals.

"Combining the power of programmatic and location-based data with the delivery of physical advertising is essential for today’s quickly evolving DOOH vertical," Hyune Hand, general manager of customer intelligence, Neustar, said in the release. "Expanding our relationship with JCDecaux North America enables them to effectively and intelligently sell DOOH media by obtaining, analyzing, and activating upon exclusive location-based insights, while providing unrivaled intelligence surrounding these consumer audiences through Neustar’s identity resolution offering."

ElementOne is also integrated into Neustar's Identity Data Management Platform so advertisers can identify audiences and activate online or through DOOH advertising, according to the release.