Exterion Media, Telefónica UK Team Up for the Tube

Exterion Media and Telefonica UK have announced a partnership to support the London Underground (LU) media estate. The partnership will use Telefonica’s Smart Steps solution, which uses anonymous data from across its network of 24 million O2 devices, to provide Exterion with audience data, allowing it to provide insights to LU advertisers that can be used to execute OOH campaigns to maximum effect.