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Clear Channel Outdoor, an out of home media firm, has announced the integration of its CCO RADAR data platform with Data Clean Room (DCR) applications and services from Aqfer, Habu, InfoSum and LiveRamp via partnerships and system integrations, according to a press release.
The integration aims to leverage secure data integration in providing first-party data matching in OOH advertising, aiming to provide enhanced privacy and security for omnichannel campaigns.
Digital Clean Room systems are used to integrate and process data from various sources in a unified, secured cloud environment; the technology aims to facilitate an industry transition away from legacy tools like third-party cookies and similar tracking methods used in programmatic and targeted advertising while also giving more control to companies over their own customer data.
“More and more digital-first brands are recognizing the power of OOH to deliver their message to the right audience segments with measurable impact and at scale,” Jeremy Flynn, SVP of data products and strategy at Clear Channel Outdoor, said in the release. “These DCR integrations allow OOH to be seen as an integrated part of a performance marketer’s media mix and we believe this innovation will bring more brands into the OOH space because of our advanced abilities to leverage their chosen data to plan, measure & optimize outcomes.”
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