DooH: Eletromidia and JC Decaux Unite to Push Metric Standardization

Open Metrics aims to modernize measurement through a hybrid model that combines sensor technology embedded in media assets like roadside billboards or transit shelter screens with anonymized data (Brazil GDPR compliant) provided by telecom operators. By merging physical sensor data with mobility insights, the initiative seeks to create a more accurate and holistic view of audience exposure. The companies emphasize that this will be a long‑term process, with standardization expected to be implemented gradually over the coming years as the underlying methodology matures.

For agencies, advertisers, and growing programmatic buying platforms, inconsistent measurement remains one of the biggest barriers to strategic investment in the medium. Although OoH already represents 12% of total advertising spending in Brazil, according to Cenp-Meios, both buyers and sellers acknowledge that unified metrics would unlock further growth by providing clearer, more credible evidence of effectiveness. Open Metrics is positioned as a response to this demand for a modernized, verifiable, and industry‑wide standard.

To ensure transparency and avoid dominance by any single operator, Open Metrics will be overseen by an independent committee. Agencies, programmatic platforms, and industry associations are expected to participate, with the committee responsible for validating and consolidating the methodology. Similar initiatives are underway in Australia and are already established in many European markets.

The push toward unified measurement follows a period of disruption in Brazil’s OoH landscape. In 2018, JC Decaux, Clear Channel, and Otima jointly created the OoH Live Map, a project similarly based on sensor‑derived data. However, the initiative lost momentum as consolidation reshaped the market. Otima exited the project following its acquisition by Eletromidia in 2021, and in September of this year, JC Decaux paused the OoH Live Map entirely after Eletromidia acquired Clear Channel’s Brazilian operations.