Route

Route operates as an industry-funded measurement and data licensing business for the UK out-of-home market. It collects and models audience, inventory, traffic and geospatial inputs, standardises them into a common dataset, and licenses that data to market participants through subscriptions, platform access and API delivery. Because its outputs are used as a shared trading currency, Route creates value by reducing disagreement over measurement standards and giving buyers and sellers a common framework for planning and evaluating OOH campaigns.

Route is a UK-based independent not-for-profit company that provides the audience measurement and inventory data used as the joint industry currency for out-of-home advertising in Great Britain. Its core products include the Route Dataset, inventory datasets, mapping and modelling systems, API-based data access, and fused audience insight products such as Route-TGI Data Fusion. The company serves advertisers, media agencies, media owners, planners, researchers and analytics teams involved in OOH and DOOH planning, trading and evaluation.

Route makes money primarily through subscription-based data licensing rather than media sales. Customers pay for access to standardised audience and inventory data, with fees linked to annual OOH revenue for certain licence types. The organisation creates value by maintaining a common measurement standard across the UK OOH market, enabling campaign planning, trading, reporting and post-campaign evaluation on a shared basis.