The agreement will see Comscore’s ‘Activation’ tool, incorporating demographics, personas and cross-platform media consumption, be available for DOOH programmatic targeting through Vistar.

Vistar will as a result be able to offer clients targeting based on Comscore categories such as sports or reality television.

Comscore’s Activation tool has traditionally been used for desktop, mobile, connected television and podcast advertising, rather than DOOH.

Jess Trainor, vice-president ad platforms at Comscore, said: “We are excited to partner with Vistar Media to bring Comscore’s best-in-class audiences to DOOH targeting.

“At a time when digital out-of-home continues to grow in importance to advertisers, Vistar’s leadership in DOOH programmatic paves the way for continued growth and innovation within the DOOH space.”

Laura Kasakoff, data partnerships director at Vistar Media, said: “We are excited to partner with Comscore to provide their industry-leading audience segments to buyers for DOOH campaigns, allowing marketers to extend their preferred data strategies into the physical world.”