Moving Walls has tied up with global mobile location data player Quadrant, allowing it to tap into the latter's location data across multiple markets. According to Moving Walls, the partnership enriches its existing data sets by adding a layer of mobile location data gathered from mobile software development kits across the world. This enables Moving Walls to analyse location-based audiences.
The partnership further builds on Moving Walls’ efforts of strengthening the understanding of the audience at physical billboards, across geographical markets. Navonil Roy, COO and head of data at Moving Walls, said having this added layer of mobile consent tracking will close many loopholes of outdoor like privacy, compliance, and also wholesomely connect digital footprints of outdoor audiences.
Meanwhile, Quadrant's CEO Mike Davie said the partnership will help Moving Walls increase its reach and understanding of audiences in specific locations. "Additionally, Quadrant's coverage across multiple global markets allows Moving Walls to deepen its location data coverage, and Quadrant's Consent Management System will allow for the tracking and mapping user permissions to address increasing privacy requirements," Davie added.
Earlier this month, Moving Walls acquired adtech company Ahoy, allowing OOH media owners to provide a layer of mobile onto billboard campaigns and be an advertising provider. In March, it named Omari Shaari CEO of its newly-formed company Location Media Xchange (LMX). Omar is tasked to accelerate the adoption of technology and data-driven outdoor media solutions in the Malaysian market. Omar last helmed the role of CEO of Posterscope in July 2019, a position he held for two years. He was also founded Dentsu One Malaysia (formerly known as Dentsu Utama) in 2005 and was with Dentsu Aegis Network for about 14 years.