Clear Channel Outdoor Brings Out-of-Home into Omnichannel Measurement with RADAR® Expansion
Marketers can assess outdoor ad exposure alongside other media rather than evaluating it separately.
Rhea-AI Summary
Clear Channel Outdoor (CCO) announced an expansion of RADAR on September 24, 2026, linking outdoor advertising data to LiveRamp and TransUnion measurement tools.
It is the first out-of-home media company integrated into LiveRamp's Cross-Media Intelligence. RADAR data also feeds TransUnion's marketing mix modeling and multi-touch attribution tools, allowing outdoor ads to be evaluated alongside other media.
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New RADAR integrations bring OOH into the measurement systems marketers already use to make media investment decisions
The expansion includes an industry-first partnership with LiveRamp's Cross-Media Intelligence, making Clear Channel the first OOH media company integrated into the solution, as well as integrations with TransUnion's Marketing Mix Modeling (MMM) and Multi-Touch Attribution (MTA) solutions. Together, these enhancements enable OOH exposure to flow into the same measurement frameworks used to evaluate CTV, social, search, digital video and audio, giving marketers greater visibility into OOH's contribution to campaign performance and media investment decisions.
"OOH has always been a powerful medium, but 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, EVP and Chief Marketing Officer at Clear Channel Outdoor. "By expanding RADAR through integrations with LiveRamp and TransUnion, we're making it easier for brands and agencies to understand how OOH contributes to campaign performance and make more informed decisions about where to invest their next media dollar."
As marketing budgets become increasingly guided by measurement, marketers need to understand how each channel contributes to campaign performance and where future investment can have the greatest impact. Historically, OOH has not always been represented in measurement models with the same level of audience and exposure detail available for other media channels. OOH is often excluded, grouped into "offline/other" categories, or represented primarily through a spend line, making it harder to accurately assess its contribution to marketing results.
Through LiveRamp's Cross-Media Intelligence, OOH exposure can be measured and deduplicated against other media exposures, giving marketers a unified view into which audiences are responding, interacting and converting across publishers and channels. Separately, TransUnion allows RADAR exposure data to be resolved against identity for MTA, while granular OOH delivery data feeds MMM. Together, these capabilities give brands and agencies greater visibility into OOH's contribution alongside other channels and customer touchpoints.
The integrations extend how marketers can measure OOH across the media plan. OOH exposure can be incorporated into LiveRamp's Cross-Media Intelligence alongside CTV, social, programmatic, audio and other media, and measured across the full media plan without double-counting exposures across channels. This provides marketers with a more complete view of campaign performance rather than requiring OOH to be evaluated separately. As the first OOH media company integrated into LiveRamp's Cross-Media Intelligence, Clear Channel is continuing to advance how OOH is incorporated into cross-media measurement.
"Cross-media measurement is most valuable when it gives marketers a complete picture of performance across their media mix," said Adam Solomon, VP, Product Management at LiveRamp. "By integrating Clear Channel Outdoor's data into Cross-Media Intelligence, we're helping marketers understand how OOH contributes alongside other channels and make more informed decisions about where to invest."
RADAR data also feeds TransUnion's MMM and MTA solutions, bringing OOH delivery and exposure data into both portfolio-level media modeling and customer-level attribution. Granular OOH delivery data provides a more meaningful input for evaluating OOH's contribution and informing future media allocation, while RADAR exposure data can be resolved against TransUnion's identity foundation, enabling OOH to be incorporated as a touchpoint within the customer journey.
"Marketers need measurement approaches that can connect media investment to business outcomes across the full customer journey," said Julie Clark, SVP of media and entertainment at TransUnion. "Bringing Clear Channel Outdoor's RADAR data into our MMM and MTA solutions gives marketers more meaningful inputs to assess OOH's contribution at both the portfolio and customer levels, helping inform future media allocation and optimization."
About Clear Channel Outdoor Holdings, Inc.
Clear Channel Outdoor Holdings Inc. (NYSE: CCO) is at the forefront of driving innovation in the out-of-home advertising industry. Our dynamic advertising platform is broadening the pool of advertisers using the medium through the expansion of digital billboards and displays and the integration of data analytics and programmatic capabilities that deliver measurable campaigns that are simpler to buy. By leveraging the scale, reach and flexibility of our diverse portfolio of assets, we connect advertisers with millions of consumers every month.
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SOURCE Clear Channel Outdoor
FAQ
AI-generated questions and answers. How Rhea-AI works. Not financial advice.
How does Clear Channel Outdoor's RADAR integration with LiveRamp handle exposure across channels?
LiveRamp's Cross-Media Intelligence can measure and deduplicate outdoor ad exposure against exposure from other media, avoiding double-counting across channels.
How does Clear Channel Outdoor's RADAR data feed TransUnion's measurement tools?
Outdoor ad delivery data feeds TransUnion's marketing mix modeling, while RADAR exposure data can be matched to TransUnion's identity foundation for multi-touch attribution. That allows outdoor ads to be included as a touchpoint in the customer journey.