Adrian J Cotterill, Editor-in-Chief
Finnish based OOH audience measurement provider Hypercell and Canadian group Mobilytics are joining forces in order to provide real-time OOH analytics and retargeting capabilities.
Mobilytics specializes in providing patented measurement hardware and analytics for mobile OOH assets, while Hypercell’s offering is directed towards street furniture, shopping malls, and other pedestrian-heavy locations with emphasis on real-time reporting and software integration.
Hypercell’s CEO Tommi Hippeläinen said “The partnership enables us to better serve our global customers and is a great next step towards a globally unified set of tools and methods on how to measure audiences worldwide.”
We are told that combining Hypercell’s ultra-scalable and fast data processing with the robust hardware solution by Mobilytics, the two companies will be able to offer an unparalleled real-time measurement service that can be easily integrated to any programmatic platform and more. Together the group will continue to provide best-of-class audience measurement service for OOH campaign reporting providing benefits to OOH service providers and ad buyers alike.
Mobilytic’s CEO Casey Binkley told us “Our team has been perfecting the craft of mobile measurement over eight years. Partnering with Hypercell is a natural step to progress real-time audience measurement for the wider OOH community.”
The group plans on focusing on the US market, while providing services globally. As a member of OAAA, DPAA and COMMB they say they are looking forward to actively engaging in the discussion of audience measurement standards. Both CEO’s vision is to combine both company’s efforts to bring a new era of measurement and transparency into the industry as privacy regulations and concerns continue to be of utmost importance for advertisers and everyday citizens.
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