Moving Walls ties up with mobile location data player Quadrant

Moving Walls will now be able to tap into Quadrants GDPR-compliant methodology of data tracking across multiple markets

e4m by exchange4media Staff
Updated: Jun 8, 2020 10:41 AM
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Moving Walls has announced partnership with global mobile location data player, Quadrant. This will allow Moving Walls to tap into Quadrants GDPR compliant methodology of data tracking across multiple markets, and enrich its current patented multi-sensory measurement approach.

As a part of continuous data enhancement efforts, the partnership with Quadrant enriches Moving Walls existing data sets by adding a layer of mobile location data gathered from mobile SDKs across the world, enabling Moving Walls analyse location-based audiences. This partnership further builds on Moving Walls’ efforts of strengthening the understanding of the audience at physical billboards, across geographical markets.

Moving Wall’s multi-sensory approach is unique in the industry. Most location data companies focus on a single technology and are challenged by the intrinsic strength and weaknesses of the data capturing capability of that technology.

Site owners and media buyers are adopting a range of measurement approaches for outdoor advertising. However, the fact that outdoor advertising is present on different types of locations means no one location sensor is robust enough to measure all types of assets.

Moving Walls works with multiple data partners using multiple technologies like GPS movement, traffic data, Internet of Things (IoT), Social Media, beacon LAMPs, telecommunication data and video analytics to build a comprehensive understanding of audience volumetrics, behaviours and profiles. Having an added layer of Mobile Location Data will further enhance the depth of the current data sets and multiple independent data sources ensures that the data provides a robust estimate.

“No single data source has the perfect solution. We are excited to onboard Quadrant onto our global location data solution. 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,” says Navonil Roy, COO and Head of Data, Moving Walls.

“I see this solution to be very good in giving a better estimate of the quantum and profile of the audience at a location. In the current Covid scenario of high variances in traffic patterns it will play an even better role. Quadrant's coverage across multiple global markets and app owners allows Moving Walls to deepen its location data coverage, also Quadrant's technology allows for tracking user permission and is relevant to the increasing privacy requirements,” adds Mike Davie, CEO of Quadrant.

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