Cross-Media Audience & Attention Measurement · Data Provider / Broker · AdTech Vendor
Route
UK out-of-home audience measurement and trading currency provider.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Route Research Limited
- Entity type
- COMPANY
- Founded
- 1996
- Headquarters
- 2nd Floor, 7-9 Charlotte Street, London W1T 1RG
- Company size
- <10
- Market cluster / sector
- Cross-Media Audience & Attention Measurement
- Market role
- Data Provider / Broker · AdTech Vendor
- Official website
- route.org.uk
What Route does
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.
Category differentiation
This is the UK out-of-home measurement body, not a logistics, navigation or delivery software company. It provides industry data and measurement infrastructure rather than selling media inventory directly.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
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.
Business model & monetisation
Route monetises mainly through subscription-based data licensing and access fees for its audience and inventory datasets. Pricing is at least partly tiered by customers’ annual OOH revenue, which makes the commercial model usage- and scale-sensitive. Additional revenue comes from licensed access to specialised products such as IMS, API-based access, and enhanced datasets such as TGI Data Fusion. As a not-for-profit joint industry currency, its funding model also reflects collective industry underwriting rather than pure profit maximisation.
- Core dataset subscriptions and licences
- Software Subscription
- Inventory and mapping system access
- Software Subscription
- API access and data integrations
- Pay-per-Use
- Enhanced fused datasets such as TGI Data Fusion
- Software Subscription
Products & capabilities
No products with linked sources are available in this view.
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Recent recorded signals
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Questions about Route
What is Route?
Route is a UK not-for-profit company that provides the joint industry audience measurement currency for out-of-home advertising in Great Britain.
Who uses Route?
Its users are advertisers, media agencies, media owners, planners, researchers and analytics teams involved in OOH and DOOH planning, trading and evaluation.
How does Route make money?
It primarily earns revenue through subscription-based licensing of audience and inventory data, with some access priced according to annual OOH revenue and additional value from API and enhanced datasets.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
19 publicly documented primary sources and citations linked across the market graph.
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