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  • Online marketing company EQ (TSXV:EQ) has announced a multi-year deal with one of Canada’s leading out-of-home advertising companies
  • EQ did not disclose the company’s name, but called it “an iconic media company” and “one of Canada’s largest players”
  • The unnamed company chose EQ after a thorough evaluation of numerous North American competitors 
  • The company will use EQ’s data and technology to improve outdoor advertising experiences
  • EQ is up 0.74 per cent, and is currently trading for C$1.36 per share

Online marketing company EQ (TSXV:EQ) has announced a multi-year deal with one of Canada’s leading out-of-home advertising companies.

EQ did not disclose the name of its new partner company, which it now has a multi-year engagement with. However, the unnamed company is apparently a leader in Canada’s out-of-home (OOH) advertising industry.

OOH advertising is any advertising that reaches consumers outside of their homes. This includes formats like roadside billboards, digital signage, transit shelters, bus advertising, elevator monitors and more.

It is especially prolific in urban areas, and represents approximately C$10 billion of ad spending in North American each year. 

EQ will provide its anonymous partner with measurement statistics, attribution tools, unique research, insights and retargeting at scale. The advertising company plans to use EQ’s data and proprietary technology to improve outdoor advertising experiences.

EQ will also provide its audience scaling and data export tools to assist in enriching the company’s programmatic OOH offering.

The company reportedly chose EQ as its partner after a rigorous evaluation process, involving numerous North American vendors. EQ’s Vice President of Business Development and Strategic Partnerships, Mark Ditkofsky, explained how the company won the deal.

“The strength of EQ’s unique data and its sophisticated location-oriented technology platform were the deciding factors in our partnership.

“We are excited to be working with such an iconic media company and will continue to innovate to provide even more value to OOH advertising companies,” he said.

The Director of Technology at the unnamed advertising company also commented on the deal.

“It was clear that EQ had the expertise, scale and deep toolset we needed to drive value for our advertisers. We feel very confident in our selection and are excited about how EQ’s technology solutions will enable our teams to work closer with brands and agencies,” they said.

EQ’s President and CEO, Geoffrey Rotstein, called the partnership an important step. 

“Supporting OOH solutions is a natural progression for our proprietary data and technology platforms.

“Measurement and attribution are essential tools for all businesses. It’s nice to have our technology and our team recognised by one of the largest players in the country,” he said.

EQ is up 0.74 per cent, and is trading for $1.36 per share, as of 2:13pm EDT.

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