Talon continues to invest in proprietary data management platform, Ada, boosting the platform’s capabilities through a partnership with Tamoco, a sensor-driven location data network.
The partnership follows Ada’s continued success in helping advertisers to accurately target OOH campaigns on actual observed behaviours, delivering clear return on investment.
Managing and activating billions of audience and location data points, Ada generates intelligence about people’s real and recent behaviours, including how they travel, the OOH inventory they engage with and the actions they take afterwards.
Tamoco’s first-party dataset will be available within Ada to support advertisers to accurately measure exposure around OOH inventory. The growth of the Ada platform demonstrates what can be achieved in the OOH space with more precise data and powerful data management tools.
Building on the platform’s existing capabilities, Tamoco are able to provide the same privacy compliant, high quality raw location data, as other trusted providers. The partnership will help to expand Ada’s breadth and depth of location data across the UK, providing advertisers with a deeper understanding of how people live, work and travel.
Barry Cupples, group CEO at Talon, commented: “Our partnership with Tamoco reflects our continued investment in Ada. The demand for accurate, in depth understanding of audiences is growing and using Ada we are able to actively demonstrate not only how audiences behave but how best to target them efficiently, providing a clear impact on advertisers bottom line.”
Jonathan Conway, chief strategy officer at Talon, added: “This partnership is strategically important for Ada. By working with large amounts of high quality, privacy compliant data, we are able to simplify the way advertisers access critical campaign planning and performance information. It enables us to continuously improve the platform and leverage deeper insights for more OOH campaigns.”
Daniel Angel, CEO at Tamoco continued: “Working with Talon allows advertisers to access detailed location data to attribute and validate their campaigns. The OOH space is evolving quickly and it’s important that data management platforms, such as Ada, continue to support datasets that focus on privacy compliance and accuracy so that advertisers can get a clearer picture of how their OOH advertising works.