JCDecaux announces that Ipsos has validated 'Metro Audience Metrix (MAM)', its global metro audience measurement methodology, aimed at providing consistent key performance indicators to help advertisers optimize their strategies.

MAM is built on algorithms calculating the main indicators essential to any audience measurement, in particular the number of unique passengers, coverage, repetition of the advertising message on target and total number of impressions.

It has already been deployed in the Shanghai metro, with rollout in other metros planned for this year. With its validation by Ipsos, JCDecaux 'contributes to setting international benchmark standards for OOH audience measurement in transport'.

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