Neustar brings identity resolution to digital out-of-home with Captivate partnership

New campaign planning capabilities for advertisers on 23,000 U.S. Captivate displays.

Today, Neustar (owned by TransUnion) announced a partnership with digital out-of-home (DOOH) network Captivate LLC. The move aims at improving audience segmentation and targeting capabilities for DOOH advertisers.

Advertisers can access Element One, Neustar’s proprietary audience segmentation platform.

Additionally, they have the ability to serve targeted ad impression across Captivates network of 23,000 high-resolution displays across the U.S.

According to Neustar, advertisers can leverage third-party data, as well as the advertiser’s first-party data into their DOOH media planning, and align Captivate display locations with target audiences.

Why we care. As the world opens back up, advertisers are finding a new landscape of high-resolution screens on office buildings and in other high-visibility locations.

Advertisers are also discovering new campaign planning and targeting capabilities on the back end, thanks to identity resolution and partnerships between DOOH publishers and adtech players.



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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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