Clear Channel Expanded Radar Data Platform
Advertisers can now integrate out-of-home media exposure data into their existing cross-channel measurement tools.
Updated on Sept. 28, 2026 in Advertising
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Clear Channel Outdoor has expanded its Radar platform to include integration partnerships with LiveRamp and TransUnion. This move allows brands to measure out-of-home media alongside digital and audio channels.
Why it matters
Marketers frequently struggle to unify performance metrics across fragmented channels, and this integration aims to solve that by incorporating out-of-home advertising into standardized measurement frameworks.
Clear Channel Outdoor is now the first out-of-home provider to integrate with LiveRamp's Cross-Media Intelligence, marking a shift in how legacy media interacts with modern attribution tools.
The players
Clear Channel Outdoor
A global out-of-home advertising firm that operates a vast network of physical billboards and digital displays.
LiveRamp
A data collaboration platform that provides infrastructure for identity resolution and cross-media measurement.
TransUnion
A global information and insights company that provides attribution solutions and marketing mix modeling tools.
The details
The integration allows out-of-home exposure data to flow directly into the measurement frameworks already used for CTV, social, search, and digital video. By syncing with TransUnion's marketing mix modeling and multi-touch attribution, operators can now visualize the contribution of physical billboard placements within their broader digital advertising workflows.
Timeline
September 28, 2026: Clear Channel announced the expansion of the Radar platform.
Market Landscape
This development follows the broader industry push for omni-channel media attribution where advertisers demand unified performance metrics. It represents a departure from viewing out-of-home media as a siloed top-of-funnel asset.
Marketing managers should re-evaluate their current attribution models to include physical billboard exposure alongside digital spend. This integration allows for more precise budget allocation by identifying how out-of-home touchpoints influence conversion metrics in other channels.
The takeaway
Operators must move toward unified data sets to maintain an accurate view of ad spend efficacy. Review your current marketing mix modeling to determine if your current out-of-home reporting is effectively integrated with your digital attribution pipeline.
Further reading
For more on the evolving tools used to track performance, view our Advertising coverage.
Source note: This article includes information reported by Digital Signage Today.
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