24th November 2025

where+when update - Q4 2025

The latest updates, logic and thinking from the platform team behind our audience design platform where+when.

On-Target-Audience Planner

The On Target Audience (OTA) Planner is Skyrise’s new smart planning engine designed to transform how brands build and optimise Out-of-Home campaigns. It brings together powerful audience intelligence, screen-level precision, and automated optimisation to deliver standout plans in seconds—not hours. Fully configurable across markets, formats, and platforms, the Planner generates an optimised laydown rooted in real audience behaviour, complete with clear, client-ready visuals and seamless activation pathways.

Integrated with leading DSPs (Perion and Vistar), the tool unlocks extensive screen coverage for both telco and transaction audiences. Its advanced scoring logic prioritises the most impactful screen-hour “windows,” while flexible segment options ensure the perfect match for every activation strategy. And with OTA reporting coming to Skyrise Analytics, brands will soon gain even deeper visibility into performance and uplift.

  • Intelligent Optimisation: Automatically creates the best possible DOOH plan based on real audience movement and OTA uplift.  
  • Market-wide reach: Activated across GB, FR, DE, IT, ES, AT with seamless deployment to Perion & Vistar.
  • Flexible for every workflow: Supports managed, curated, and data-only models with full customisation across geo, format, and environments.
  • Screen-level precision: Scores audiences at screen × hour level and ranks opportunities using otaCPM for maximum value.
  • Three activation-ready segments: Scale, Balanced, and Performance options designed to suit each platform’s capabilities.
  • Robust audience science: Powered by cell-tower behavioural data for telco audiences and location + transaction signals for TX audiences.
  • Future-ready reporting: OTA insights and dashboards coming soon to Skyrise Analytics.

Skyrise Analytics

Currently in Beta testing, our new insight and measurement module will bring Skyrise audience intelligence and media effectiveness to life. It gives brands, agencies, and media owners a clean, intuitive way to understand how their audiences move, behave, and respond - before, during, and after a campaign. 

With rich visual dashboards, granular location and movement analytics, and powerful OTA and non-OTA reporting, the platform makes it easy to identify high-value moments, benchmark performance, and quantify real-world uplift. Skyrise Analytics turns complex mobility, transaction, and contextual data into clear, actionable insight that directly informs smarter planning, stronger activation, and more accountable outcomes.

Skyrise Analytics Beta Dashboard

Ad Context Protocol (AdCP)

The Skyrise Platform team is actively involved in emerging industry initiatives such as the Ad Context Protocol (AdCP) and Agentic Media Buying. Working with leading partners such as Scope3 we’re actively building and testing solutions that will enable us to leverage this new technology both as a buyer, for campaigns we manage on behalf of our clients, and as a signal provider for clients who want to plan and buy with skyrise audiences themselves.. 

Ad Context Protocol (AdCP) is an open technical standard that enables AI agents to communicate across advertising platforms. Developed collaboratively by leading companies across the advertising ecosystem, AdCP establishes shared infrastructure for the agentic advertising era. It is not owned by a single vendor and is designed for open contribution and broad adoption. 

By staying close to developments for agentic and AI-driven advertising systems, the team ensures Skyrise is prepared for how the ecosystem is likely to evolve. This work isn’t about immediate improvements - it’s about horizon-scanning, contributing where appropriate, and making sure the foundations of the Skyrise platform align with where the industry is heading so clients remain future-proofed by design.