Vistar Enhances Out-of-Home Targeting With Brands’ Own Data
Vistar Media is teaming up with Acxiom’s LiveRamp to let advertisers deliver digital out-of-home ads based on their own customer data.
Vistar gathers location data from mobile operators, aggregates that information, then supplies it to partners for targeting out-of-home ads like the ones seen on bus shelters. Until now, however, customers had to rely on targets that Vistar built.
Now the company will be able to layer in marketers’ proprietary customer data to help inform where ads are delivered.
