JCDecaux will be able to tap into Neustar’s geographic analysis to identify areas and activities where out of home communications would be most relevant.

Neustar has access to more than 20,000 audience profiles, ranging from psychographic and behavioural to attitudes, preferences, buying patterns, interests and media use. It combines customer history data with consumer demographics and behavioural data to create audience groups.

Jean-Luc Decaux, co-CEO of JCDecaux North America, said: "Our ability to harness the rich audience data from Neustar allows us to better understand the intersection of audiences and our locations and deliver a more relevant and targeted media planning approach for brands."

Julie Fleischer, vice-president of product marketing, Neustar, added: "Now, with our partnership, JCDecaux will be able to bring the same audience segmentation capabilities that brands have come to expect in online media, to OOH media on city streets, and more."