The deal follows a 24-month tender process and will feature proprietary generative AI and machine learning, as well as creating a synthetic dataset representing the travel habits of the population and their journeys for every day of the year.

Other uses of Route data will include using a custom-built mobile app to understand mobility alongside the existing multi sensor tracking devices and using mobile operator data to understand the connectivity between local areas.

The agreement will also include an activity-based-model that simulates and outputs all journeys that the population make over a year and categorise these by different activity types such as commuting, retail and leisure.

Route is also planning to build a centralised API and data tool to provide a single source of information for audiences of posters and screens in Great Britain.

Ipsos was awarded a contract for primary data collection, data modelling and processing, with new API design and data delivery tools contracted to Adwanted.

Denise Turner, chief executive at Route, said: “We’re delighted to build on our existing partnerships with both Ipsos and Adwanted and look forward to working together with them to now deliver this vision.”

Kelly Beaver, chief executive officer at Ipsos UK and Ireland, said: “Ipsos has been involved in OOH audience measurement since 2006 when we first worked with Route.

“We are delighted to work with the Route team and look forward to collaborating with Adwanted to further enhance the gold standard of OOH audience data in Great Britain.”

Greg Grimmer, chief executive at Adwanted UK, added: “We are excited to work with Route and Ipsos on this innovative development and cement our position in OOH tech solutions.

“While the new dataset(s) pose significant technical challenges, the team is already working with new technologies to build tools to ensure this important data gets used by more people, more often.”