Clear Channel Links OoH Data to LiveRamp and TransUnion Measurement Tools
2026-10-02 · via invidis
Clear Channel Outdoor has expanded its Radar data platform to push out-of-home audience, exposure and campaign delivery data into measurement tools operated by LiveRamp and TransUnion. For buyers who plan and justify spend across channels, this matters because OoH has historically been hard to compare against TV, social and digital in the mixed-media models agencies use to allocate budget.
Clear Channel says it is the first OoH media company to integrate with LiveRamp's Cross-Media Intelligence platform. That tool lets advertisers assess modeled outdoor ad exposure alongside connected TV, social media, digital video and audio, and is designed to prevent counting the same person twice when a campaign reaches them through more than one channel.
Separately, Radar data will feed two TransUnion products. Campaign delivery data can be used in marketing mix modeling, which estimates how individual channels contribute to overall campaign results. Exposure data can be used in multi-touch attribution, which looks at which touchpoints are associated with a customer taking action.
Why this matters for operators
According to Clear Channel, OoH has often been reduced to a single spending figure or lumped into a generic "offline" bucket inside broader measurement models, which makes it harder for planners to argue for outdoor budget on the same terms as digital channels. By supplying granular exposure and delivery data rather than just spend, Clear Channel is trying to give those models more to work with when assessing outdoor's actual contribution to a campaign.
Dan Levi, Clear Channel Outdoor's executive vice president and chief marketing officer, said marketers need to see OoH's contribution within the same measurement frameworks used across the rest of their media plans.
The announcement is about measurement plumbing, not a new way to buy Clear Channel inventory, and it does not include any campaign results generated through the expanded integrations. It also does not say how many advertisers or agencies are currently using the connections, what the integration costs, or how Radar's methodology for modeling exposure compares with the approach used by competing OoH companies that have pursued their own measurement partnerships.
For digital out-of-home operators and media owners watching the measurement landscape, this is another sign that cross-media attribution and mixed-media modeling are becoming the battleground for proving OoH's value, rather than static reach and frequency numbers alone. Whether LiveRamp and TransUnion integrations become standard expectations for OoH sellers, or remain a differentiator specific to Clear Channel, will likely depend on whether competitors strike similar deals.
The announcement in full
Reproduced from invidis for reference. Digital Signage Magazine did not write the text below.
An expansion of its Radar platform connects outdoor campaign data with LiveRamp and TransUnion. Clear Channel says the integrations will help advertisers assess OoH alongside other channels in their media plans.
Clear Channel Outdoor has expanded its Radar data platform to feed out-of-home audience, exposure and campaign delivery data into measurement tools from LiveRamp and TransUnion. The aim is to make OoH’s contribution visible in the systems advertisers use to evaluate their wider media spending.
Clear Channel says it is the first OoH media company to integrate with LiveRamp’s Cross-Media Intelligence. Advertisers can use the platform to assess modeled outdoor ad exposure alongside connected TV, social media, digital video and audio. The platform also helps advertisers avoid counting the same person twice when a campaign reaches them through multiple channels.
Radar data will also feed two TransUnion tools. Granular campaign delivery data can be used in marketing mix modeling, which estimates how channels contribute to overall results while exposure data can be used in multi-touch attribution, which examines the touchpoints associated with a customer’s actions.
Clear Channel noted that OoH has often appeared in broader measurement models only as a spending figure or under an “offline” category. Providing exposure and delivery data gives those models more to work with when assessing outdoor campaigns.
“Marketers need to be able to see its contribution within the same measurement frameworks they use across the rest of their media plans,” said Dan Levi, Clear Channel Outdoor’s executive vice president and chief marketing officer.
The announcement concerns measurement integrations, rather than a new way to buy Clear Channel inventory. It does not include results from campaigns measured using the expanded integrations.