Insights

Measured thinking on outdoor

What we are learning about audience measurement, proof-of-play and privacy while building UrbanIQ.

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  Industry 6 October 2026 · 6 min read

  "Prove it" is not a measurement problem. It is a plumbing problem.

  IAB Australia says programmatic outdoor has hit its "prove it" moment. The data to prove ROI already exists. It just lives in two systems that never meet.

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  Privacy 8 September 2026 · 7 min read

  Head detection vs facial recognition: what Bunnings and Kmart mean for screen analytics

  Two privacy decisions reshaped how Australians think about cameras in public places. Here is why counting an audience is a different act from identifying a person.

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  Measurement 14 April 2026 · 7 min read

  MOVE 2.0 explained: what it measures, and what it cannot see

  Australia now trades outdoor on MOVE 2.0. Here is what the new currency measures, where modelled audiences stop, and how observed per-play data fits alongside it.