Neustar and JCDecaux Partner to Bring Mobile Location Intelligence to Out-of-Home Advertisers

Sterling, Virginia-based Neustar Inc., a company that provides real-time information and analytics for a variety of industries, including the advertising world, announces a new partnership with the North American division of Paris-based digital advertising company JCDecaux.

Under the agreement, the two companies will bring advanced mobile location intelligence to digital and analog out-of-home advertisers.

The companies previously announced a partnership in 2017. Under that agreement, Neustar and JCDecaux North America analyze outdoor advertising assets against audience data via Neustar’s audience intelligence platform, ElementOne. Now, ElementOne will also provide JCDecaux North America with location data derived from geospatial mapping capabilities to understand foot traffic and measure audiences in geographic areas such as airports, malls, retail locations, designated market areas (DMAs), and ZIP Codes.

“Combining the power of programmatic and location-based data with the delivery of physical advertising is essential for today’s quickly evolving digital out-of-home vertical,” says Neustar general manager of customer intelligence, Hyune Hand. “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.”

Neustar says that its customer identity solutions offer a single source of robust, person-based data that has been securely pseudonymized to protect consumer privacy.

According to the companies, some of the ways brands, publishers and advertisers will benefit from this announcement include:

• Visualize mobile signal density of an audience, location, or custom geo-fenced area to determine your ideal target markets;
• Develop comprehensive audience profiles by connecting pseudonymized location signals to a broad range of demographic and psychographic variables;
• Analyze audience foot traffic patterns, daily commutes, and daytime/nighttime population data to determine peaks or lulls in transitory tendencies;
• Improve campaign efficacy by engaging audiences with personalized messages and promotions based on their attitudes, lifestyles, and purchase behaviors;

“Neustar brings best-in-class identity data and audience profiling capabilities, as well as the best combination of platform tools, to help us get the most for our out-of-home inventory, which we make available to our advertiser partners,” says JCDecaux co-CEO Jean-Luc Decaux.