Out-of-home (OOH) company Adshel has entered into a partnership with Lotame, a US-based global adtech platform which specialises in data management platforms to ramp up its data capabilities.
Lotame will provide Adshel locations with audience insights from the tech company’s Data Management Platform (DMP), particularly focusing on online and mobile demographics, behavioural and purchase intent profiles at a privacy-compliant level.
Adshel sales and marketing director David Roddick called the partnership a “game changer”.
“Leveraging Lotame's established data currency and trusted audience profiles across Adshel's entire media estate will simplify media buyers' OOH audience targeting,” says Roddick
“Adshel continues to strive towards 'personalisation at scale' via automated technologies,” he added.
The Lotame partnership will see Adshel offering digital audience insights which will enable advertisers to target pre-defined audience profiles across the company's network and marks the first time an OOH company has worked with Lotame.
Adshel will utilise location data from mobile assets within the HT&E group. The move follows Adshel's partnership with global tech company Rubicon Project in March, and echoes a larger push in OOH for stronger data partnerships.
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