Neustar and Captivate in Improved Audience Targeting Deal

In the US, consumer data firm Neustar and digital out-of-home (DOOH) video network Captivate have partnered to help improve and expand the latter's audience segmentation and targeting capabilities.

Captivate has a network of more than 23,000 high-resolution displays in over 1,900 office and residential buildings and golf courses across the US. Through Neustar's proprietary audience segmentation platform, ElementOne, brands advertising through the network can activate against audience insights capabilities using Neustar's data and machine learning solutions. In addition, users will be able to serve targeted ad impressions across the Captivate network; incorporate first and third-party data into their DOOH media planning process; and align Captivate locations with their target audiences.

Lorenzo Papa, Chief Revenue Officer at Captivate, says the partnership will provide an improved level of targeting, built on deterministic data, through which to discover hard-to-reach audiences that can't be identified based on location data alone. Neustar's EVP Marketing Solutions Michael Schoen adds: 'We are thrilled to partner with Captivate, one of the leaders in the fast-growing digital-out-of-home market, to enable their clients to better find and reach audiences across their network. Our advanced data and audience segmentation capabilities will help Captivate improve business outcomes for their clients'.

Web sites: www.neustar.biz and www.captivate.com .