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Talon partners Tamoco to boost capabilities of OOH data management platform Ada


By Michael Feeley, Founder and chief exec

November 25, 2019 | 2 min read

Talon has entered into a partnership with Tamoco, a sensor-driven location data network, as part of its continuing investment in its proprietary data management platform, Ada.

The partnership follows Ada’s success in helping advertisers to accurately target OOH campaigns on actual observed behaviours and delivering clear return on investment. Managing and activating billions of audience and location data points, Ada generates intelligence about people’s real and recent behaviours, including how they travel, the OOH inventory they engage with, and the actions they take afterwards.

Tamoco’s first-party dataset will be available within Ada to support advertisers to accurately measure exposure around OOH inventory.

Barry Cupples, group chief executive at Talon, commented: “Our partnership with Tamoco reflects our continued investment in Ada. The demand for accurate, in depth understanding of audiences is growing and using Ada we are able to actively demonstrate not only how audiences behave but how best to target them efficiently, providing a clear impact on advertisers bottom line.”

Jonathan Conway, chief strategy officer at Talon, said: “This partnership is strategically important for Ada. By working with large amounts of high quality, privacy compliant data, we are able to simplify the way advertisers access critical campaign planning and performance information. It enables us to continuously improve the platform and leverage deeper insights for more OOH campaigns.”

Daniel Angel, chief executive at Tamoco, said: “Working with Talon allows advertisers to access detailed location data to attribute and validate their campaigns. The OOH space is evolving quickly and it’s important that data management platforms, such as Ada, continue to support datasets that focus on privacy compliance and accuracy so that advertisers can get a clearer picture of how their OOH advertising works.”

Talon recently won a number of accolades at The Drum Out of Home Awards 2019.

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