Clear Channel Outdoor Integrates OOH Data into Omnichannel Measurement Platforms — Clear Channel Outdoor Holdings, Inc.

Event summary

Clear Channel Outdoor expanded its RADAR® data platform to integrate OOH audience and exposure data with omnichannel measurement solutions.
The company partnered with LiveRamp for Cross-Media Intelligence and TransUnion for Marketing Mix Modeling (MMM) and Multi-Touch Attribution (MTA).
These integrations allow OOH exposure to be measured alongside CTV, social, search, digital video, and audio within unified measurement frameworks.
Clear Channel Outdoor is the first OOH media company integrated into LiveRamp’s Cross-Media Intelligence.

The big picture

Clear Channel Outdoor’s move to integrate OOH data into omnichannel measurement platforms addresses a longstanding gap in marketing analytics. Historically, OOH has been underrepresented in measurement models, often grouped into vague categories or excluded altogether. This expansion positions Clear Channel Outdoor to capture a larger share of marketing budgets as brands increasingly rely on data-driven decision-making. The partnership with LiveRamp and TransUnion underscores the growing importance of cross-media measurement in the advertising industry.

What we're watching

Measurement Standardization: How the integration of OOH data into omnichannel measurement frameworks will affect media investment decisions.
Competitive Differentiation: Whether Clear Channel Outdoor can sustain its lead as the first OOH company in LiveRamp’s Cross-Media Intelligence.
Adoption Pace: The pace at which marketers will incorporate OOH data into their cross-media measurement strategies.