• by Tobi Elkin  @tobielkin, November 22, 2016

Vistar Media, a technology firm that’s created a marketplace for out-of-home (OOH) media, on Tuesday announced partnerships with LiveRamp and Acxiom to activate first- and third-party data-sets for OOH media planning, buying and attribution. 

Vistar said that marketers can use the data sets to optimize OOH media buys and measure sales lift from their campaigns by integrating  their offline CRM and sales transaction data. 

Vistar, which also uses geo-spatial technology, has an ad platform that enables marketers to reach consumers based on their behavior in the physical world.

Location data for the devices in the geo-codes onboarded via the LiveRamp and Acxiom integration is analyzed and modeled to determine which OOH media locations will perform best.  Marketers’ post-campaign, sales transaction data can also be onboarded to measure sales lift from the media exposure. 

The integration includes routing data to Acxiom for geo-coding in the form of location segments that can be used within Vistar’s programmatic OOH media platform. The goal is to offer marketers a viable way to extend their data onboarding strategies to OOH programmatic media buys.

Location data for the devices in the geo-codes onboarded via LiveRamp and Acxiom is analyzed and modeled to determine which OOH media locations perform the best.

The integration means brands can use their own first-party CRM and offline sales data to inform OOH media targeting and measure the sales lift driven by OOH media.

"This is important because brands are looking for holistic solutions to reach and understand consumers across channels and measure the impact of media spend," said Michael Provenzano, CEO of Vistar Media.

"By bringing OOH into the fold through Vistar’s partnership with LiveRamp and Acxiom, we're helping brands get one step closer toward using their own data to make media buying decisions and measure ROI across all channels," he added.