Thousands of billboards of the American company Clear Channel Outdoor will be equipped with tracking technology. The aim is to track consumer behavior. The Financial Times recently reported on this.
The so-called Radar technology uses anonymized cell phone data to give advertisers more information about the best locations for their advertising posters. It also gives them insight into whether passersby who see the posters will also purchase their products or stream movies.
"We are able to, and remember, this is all anonymized, track your movements in a store. We can see what you purchase. And yes, we can watch your viewing habits that night as you pass an ad for a Netflix series," states William Eccleshare, Clear Channel's CEO.
The Radar technology uses aggregated mobile location data to see how people are exposed to outdoor advertising and its impact on consumer behavior, Clear Channel said. In September, billboards in Europe will feature the technology for the first time. According to the company, the technology is compliant with European privacy laws.
