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Adshel locks in world-first deal with audience insight specialist Lotame

Adshel and global advertising technology company Lotame have signed a deal to deliver audience insights at every Adshel location around the country.

In its first partnership with an out of home company globally, Lotame will link its Data Management Platform (DMP) and Data Exchange with Adshel to provide information including mobile demographics and behavioural and purchase intent profiles.

As a result of the integration of platforms, Adshel will allow advertisers to target pre-defined Lotame audience profiles across its out-of-home network.

The out-of-home company will also be able to identify audience movements by time of day and day of week, and provide location datasets back to Lotame, allowing it to optimise its audience profile.

David Roddick, Adshel’s sales and marketing director, said the new offering – allowing media buyers and trading desks to select Adshel inventory against Lotame audience profiles – was a “game changer” for out of home locally and internationally.

“Conversations with agency trading desks and media buyers have been extremely positive,” Roddick said.

“Leveraging Lotame’s established data currency and trusted audience profiles across Adshel’s entire media estate will simplify media buyers’ out-of-home audience targeting, something the team at Adshel has a relentless focus on as the business continues to strive towards ‘personalisation at scale’ via automated technologies.”

Lotame CEO, Andy Monfried, said of the partnership: “Adshel is a cutting-edge company who clearly differentiates themselves in Australia, and they are the leaders in out-of-home media.

“Adshel’s unique understanding, and strategy for how to best communicate with consumers in a way to drive real tangible results is a game changer – and makes them a pioneer, and a strong partner of ours.”

The Adshel and Lotame deal follows the out-of-home company’s partnership with Rubicon Project.

Lotame’s audience profiles will also be incorporated into the Rubicon Project Guaranteed Orders platform, allowing media buyers to extend audience-targeted campaigns with access to a common audience profile from Adshel’s digital and outdoor media channels.

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