Adrian J Cotterill, Editor-in-Chief
Talon tells us that it is further enhancing the capabilities of proprietary data management platform, Ada, through a new partnership with X-Mode, one of the world’s leading providers of high quality, GDPR conscious location data.
Ada was developed by Talon to push the boundaries of data-driven OOH audience targeting and campaign measurement, enabling advertisers to create more effective campaigns.
Jonathan Conway, Chief Strategy Officer at Talon, told us “Ada is designed to make it easy for advertisers to reach the audiences they really value and we’re seeing more and more of them using the platform for its ability to deliver better results. We are delighted to partner with X-Mode and are impressed with both the quality of their data and careful approach to collection, user consent, and security. We are continuing to invest in and develop Ada so that we can bring the benefits of data-driven OOH to even more advertisers”.
Ada manages and activates billions of audience and location data points to create new intelligence about people’s real and recent behaviours, such as how they travel, the OOH advertising inventory they see, and the actions they take after exposure to brand messages.
Talon undertook a careful analysis of X-mode’s audience data and collection practices before onboarding them as a partner. The partnership represents a significant expansion in the data providers available within Ada, fuelling intelligent and more effective OOH advertising.
Joshua Anton, Chief Executive Officer at X-Mode, said “We’re very excited to be expanding with Talon in the OOH space in Europe. As one of the largest suppliers of first-party SDK based data in the EU, X-Mode is able to offer an unprecedented level of data quality and transparency on its collection, to facilitate measurement and enable Talon to comply with data privacy regulations.”
Advertisers, such as McDonald’s, Sainsbury’s and Audi, have already leveraged Ada to create and target custom audience segments, gaining a deeper understanding of the performance of their OOH advertising campaigns.
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