Clear Channel Outdoor Expands Data Platform with LiveRamp and TransUnion
What happened
Clear Channel Outdoor expanded its Radar data platform, which allows advertisers to integrate out-of-home audience and exposure information with measurement tools used across other advertising channels. This expansion includes a partnership with LiveRamp's Cross-Media Intelligence, making Clear Channel Outdoor the first out-of-home media company integrated into the solution. The company also integrated TransUnion's Marketing Mix Modeling and Multi-Touch Attribution solutions.
Why it matters
The integrations enable out-of-home exposure to flow into the same measurement frameworks used to evaluate CTV, social, search, and digital video. This provides marketers with greater visibility into out-of-home's contribution to campaign performance and media investment decisions.
Who's involved
- Clear Channel OutdoorExpanded its Radar data platform and integrated measurement tools for out-of-home advertising.
- TransUnionProvided Marketing Mix Modeling and Multi-Touch Attribution solutions utilized by Clear Channel Outdoor.
- LiveRampFormed a partnership with Clear Channel Outdoor to integrate Cross-Media Intelligence into the platform.
Who could feel it
Possible knock-on effectsThese are possibilities Brind reasoned out, not predictions, and not advice. Most are not stated in any report.
- OpenAISpeculative
OpenAI may benefit from enhanced measurement capabilities improving the utility of its advertising tools via LiveRamp.
Keep exploring
The entities involved
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Clear Channel Outdoor
outdoor advertising company
Nothing else this week.
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TransUnion
American consumer credit reporting agency
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LiveRamp
San Francisco, California-based SaaS company that offers a data connectivity platform whose services include data onboarding, the transfer of offline data online for marketing purposes.