StreetMetrics is transitioning data providers from its current provider to Accretive to improve audience segmentation and insights, which will allow for more actionable data for optimizing Out-of-Home (OOH) campaigns. This change will affect data availability, introducing a 9-day delay for data to appear in reports, a slight increase from the previous 7-day delay. Historical campaign data will not be impacted, and clients are not required to take any action. While the core methodology for modeling impressions will stay consistent, enhancements in audience segmentation, such as new demographic options like gender and 25 new consumer behavior segments, are anticipated by the end of July. Furthermore, to bolster privacy compliance, StreetMetrics will cease providing unhashed Mobile Advertising IDs (MAIDs); instead, it will securely deliver hashed and encrypted MAIDs exclusively to approved Data Management Platforms (DMPs) or Demand-Side Platforms (DSPs).
FAQS
Q: Why is StreetMetrics switching data providers?
StreetMetrics is transitioning data providers to align our audience and mobility datasets, resulting in more granular audience segmentation & insights. This upgrade ensures customers are provided with more actionable insights to optimize your out-of-home campaigns and prove real-world impact.
Q: Where does StreetMetrics source its data from?
StreetMetrics has partnered with Accretive to get access to its mobile device panel and OOH Graph™. Accretive sources mobile location data for real-world exposure measurement, ensuring privacy compliance through leading SDK providers. On average, they observe over 130M daily active users in the panel, totaling over 600M monthly active users, mapped across over 115M households. Additionally, their comprehensive audience insights are derived from a variety of demographic, consumer behavior, and media consumption attributes.
Q: Will there be any downtime or data gaps during the switch?
Daily exposure data for July 1st will be available in the platform on July 9th. This means no daily exposure data will be surfaced on July 7th or 8th. As such, exposure data will appear partially incomplete in reporting between July 7th-9th as daily processing catches up.
Q: Will this change affect the timing of my reports?
Currently, data appears in StreetMetrics reports 7 days after the date of exposure. With the new data provider’s processing requirements, the delay will shift to 9 days. That means data for a given day will now appear on the 9th day in the reporting period.
Q: Does this change impact historical campaign data?
Your historical reports will remain as-is and will not be reprocessed with the new Accretive data. Moving forward, new data will come from them, but our underlying methodology is not changing. You shouldn’t expect notable differences in reporting.
Q: Is anything required on my end?
No action is required on your end. The transition and updated reporting timeline will be handled entirely by the StreetMetrics team. Your reports will continue to be delivered as usual, with the new 9-day delay applied automatically starting with the cut-over.
Q: What aspects of the methodology (if any) will change?
Our fundamental approach to modeling impressions, which combines location data with traffic and transportation patterns, remains unchanged. However, you can anticipate improvements in audience segmentation and more detailed demographic options. This enhanced data will increase the precision of planning and measurement, all while maintaining the existing methodological framework. While some deviations from historical patterns might be observed on particular days and in certain markets, the data is projected to maintain consistency on average.
Q: Will new metrics be surfaced in the reports?
We're updating our audience metrics at the end of July. This update includes adding gender to demographics and removing education level. Additionally, we are replacing our existing consumer behavior segments with 25 high-demand audience segments.
Q: How will these changes impact MAID passback going forward?
We've enhanced our data delivery to prioritize robust compliance with the rapidly evolving privacy landscape. As such, we will no longer provide unhashed Mobile Advertising IDs (MAIDs) to our clients. Instead, we will securely deliver hashed & encrypted (SHA-1 or SHA-256) MAIDs exclusively to approved Data Management Platforms (DMPs) or Demand-Side Platforms (DSPs).
This proactive measure safeguards both our business and our clients while continuing to support essential measurement, attribution, and audience targeting needs. If there are specific DSPs or DMPs you would like us to integrate with, please let us know.