SafeGraph

Clear Channel Launches Real-Time Measurement for OOH Campaigns

Clear Channel Outdoor announced Inflight Insights, a weekly mid-flight measurement feature for its RADAR OOH measurement platform, designed to deliver faster campaign insights. The service uses data from about 130 million opt-in mobile devices, with SafeGraph as a data partner and ID graph integrations with Experian and TransUnion. Previously, measurement arrived after campaigns—often eight weeks post-run; Inflight Insights provides near real-time reports to help optimize campaigns in flight. The launch follows years of data engineering and ad-tech investment that enable nearer real-time signal matching. ODN acted as a beta tester for a San Francisco Bay Area campaign for a brick-and-mortar grocery retailer promoting a loyalty program. That campaign’s eight weeks informed a longer 10-month activation in Colorado, with broader geographic targeting and optimization around shopping moments (e.g., Tuesdays). Clear Channel also aims to link OOH exposure to online behavior and brand awareness through its data partnerships.

FTC Takes Action Against Kochava for Selling Sensitive Location Data

The Federal Trade Commission filed suit against Kochava, alleging the company sold precise geolocation data tied to visits to abortion clinics, mental health facilities, places of worship, domestic abuse shelters, and other sensitive locations. The FTC claims the geolocation data were not anonymized and could be linked with mobile ad IDs to identify a device owner, or at least allow inferences about a person’s movements from time-stamped signals. The complaint notes Kochava’s marketplace contained multiple time-stamped signals per mobile ad ID and that plotting them could reveal visits to sensitive sites. It also cites a data sample publicly available and a paid subscription model; until June 2022, a free AWS account could access data covering more than 61,803,400 unique devices. Kochava had previously sued the FTC and touted a Privacy Block feature to exclude health-data. The case follows broader privacy scrutiny of data brokers.

With Geospatial Tech, Location Needs To Be A Moving Target

Place Exchange announced the rollout of geospatial ad units across its mobility media partners, enabling programmatic DOOH targeting based on real-time vehicle locations rather than fixed displays. The system employs the H3 hexagonal geospatial indexing to divide a city into 0.1-mile hexes and supports real-time bidding across inventory from partners such as Firefly, Curb, Lyft Halo, Uber OOH and others, with purchase options including open web programmatic, PMP, programmatic guaranteed, or direct IO. Advertisers can target by tiny hex areas or larger geographies such as DMAs or ZIP codes, and can use proximity to POIs from SafeGraph or Google Maps. The approach emphasizes privacy by avoiding device IDs and enabling negative geofencing to omit ads near sensitive venues. Measurement relies on third parties like Reveal Mobile, auditing impression multipliers using GPS lat-long data supplied by the inventory owner; Place Exchange notes 18 months of testing and a six-month rollout, with DSP-wide deployment and support for sellers.json.