The joint venture will provide cross-screen advertisers with insight into consumer engagement and subsequent foot traffic into physical stores.

Jeremy Ozen, co-founder, Vistar Media, said: “Our clients know that out-of-home offers unparallelled access to on-the-go consumers. What they increasingly seek to understand is how these touch points work together.”

Instantly and Vistar Media did a soft launch to test measurement of pilot campaigns across seven verticals.