AdTech in Mobility

Mobility is a dynamic sector within AdTech, thanks to the integration of advanced technologies that target individuals with mobile devices. With the widespread use of smartphones and tablets during the 2010s, AdTech platforms have access to location and browsing data, allowing them to model mobility.
CESP audited a company (Seiki) which uses this mobility data to map pedestrian and vehicle flows across different segments of the French road network, with a view to calculating audience indicators for ads displayed on vehicles.