New York – September 24, 2026 -- Clear Channel Outdoor (NYSE: CCO) has become the first out-of-home media company integrated into LiveRamp's Cross-Media Intelligence platform, expanding its RADAR data system to plug OOH exposure data directly into the measurement tools marketers use for CTV, social, search, digital video and audio.
The company also announced new integrations with TransUnion's Marketing Mix Modeling (MMM) and Multi-Touch Attribution (MTA) solutions, allowing RADAR exposure and delivery data to be resolved against identity data and folded into portfolio-level and customer-level performance models.
OOH exposure can now be deduplicated against other channels via LiveRamp
Through the LiveRamp integration, Clear Channel's OOH exposure data is measured and deduplicated alongside CTV, social, programmatic and audio exposures, giving marketers a single view of which audiences are responding and converting across publishers and channels without double-counting impressions.
TransUnion integration feeds OOH data into attribution and mix modeling
RADAR exposure data is resolved against TransUnion's identity foundation for MTA, positioning OOH as a trackable touchpoint in the customer journey, while granular delivery data feeds TransUnion's MMM to inform future media allocation decisions.
Clear Channel executives said the moves address a longstanding measurement gap: OOH has historically been excluded from cross-channel models, lumped into "offline/other" categories, or represented only through a spend line rather than audience-level detail. Dan Levi, EVP and Chief Marketing Officer at Clear Channel Outdoor, said the integrations let brands and agencies see how OOH contributes to campaign performance within the same frameworks used across the rest of a media plan.
LiveRamp and TransUnion executives frame the deal as filling a cross-media measurement gap
Adam Solomon, VP of Product Management at LiveRamp, said cross-media measurement delivers the most value when it captures a complete picture of the media mix, including OOH. Julie Clark, SVP of media and entertainment at TransUnion, said the RADAR data feed gives marketers more meaningful inputs to assess OOH's contribution at both portfolio and customer levels.