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New billboard technology could soon track your movements, behavior
Advertising giant Clear Channel Outdoor Americas, which owns tens of thousands of billboards across the country, announced Monday that it will be debuting a new kind of consumer-tracking system called Radar.
Following in the footsteps of targeted advertisements seen on the web, Radar will tap into data from several partner companies to determine what kinds of advertisements will be displayed on a billboard screen. Just as importantly, the system will also track how good of a job the ads are doing at convincing people to look up the brand on their phones, or go out and shop.
“In aggregate, that data can then tell you information about what the average viewer of that billboard looks like,” Andy Stevens, senior vice president for research and insights at Clear Channel Outdoor, told the New York Times. “Obviously that’s very valuable to an advertiser.”
While Stevens admitted that the system “does sound a bit creepy,” he pointed out that mobile advertisers have been using the same data mining techniques for years to deliver targeted advertisements.
To take advantage of this trove of information, Clear Channel is partnering with AT&T Data Patterns, the telecom giant’s data collection unit; Placed, which pays consumers for the right to track their movements; and PlaceIQ, which uses location information from apps to predict consumer behavior.
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