Calton Datx

Paid | Analytics

Overview

Calton Datx is an AI analytics platform that turns outdoor advertising from a guessing game into a measurable channel. Traditional billboard and DOOH campaigns have always struggled to produce the kind of audience data that digital advertising takes for granted. Calton Datx closes that gap by deploying computer vision and location intelligence to count people, measure dwell time, infer demographics, and track vehicle impressions in real time. The platform integrates with IP cameras, CCTV systems, VCast players, and digital signage CMS platforms through a REST API, layering onto existing hardware rather than requiring a rip-and-replace installation. Data flows into a real-time dashboard that surfaces peak foot traffic hours, demographic breakdowns, and campaign performance metrics that justify OOH ad spend with digital-level precision. Calton Datx is trusted by 100+ brands and claims 95%+ accuracy on both people and vehicle detection. Case studies point to billboard ROI improvements of 300–340% when placements and creative are optimized using audience data. Security is enterprise-grade: SOC 2 Type II certified, ISO 27001-aligned, with GDPR compliance and multi-factor authentication.

Features

  • Real-time people analytics -- Counts pedestrian traffic with 95%+ accuracy, segmented by time of day and demographic patterns
  • Vehicle analytics -- Tracks and counts vehicle impressions at outdoor ad placements using computer vision
  • Dwell time measurement -- Measures how long individuals stop and engage with an outdoor ad or location
  • Demographic inference -- Estimates audience demographics from camera feeds to assess campaign-to-audience match
  • Real-time dashboard -- Live performance monitoring with instant alerts and notifications for all active placements
  • Advanced reporting -- Generates comprehensive reports with actionable insights and export capabilities for ROI justification
  • Calton Path and Calton Reach -- Proprietary audience journey and coverage measurement products for OOH campaign planning
  • REST API integration -- Full API access for syncing audience data with external analytics, CRM, or reporting tools
  • CMS compatibility -- Integrates with major digital signage content management systems for closed-loop campaign optimization
  • Camera hardware compatibility -- Connects to IP cameras, CCTV systems, and smart recording devices without requiring new hardware
  • GDPR compliance -- Data collection and processing meets GDPR requirements for audience privacy
  • SOC 2 Type II certification -- Enterprise-grade security standards verified by independent audit for data protection and reliability
  • Role-based access control -- Multi-user permissions let agencies and brand teams control data access by role

Best For

Outdoor advertising networks and media owners who need audience impression data to justify DOOH placement pricing, Brands running billboard and street-level ad campaigns who want real-time ROI measurement comparable to digital advertising, Advertising agencies managing large-scale OOH campaigns across multiple locations that need consolidated performance dashboards, Retail chains and venue operators measuring foot traffic patterns to optimize location-based marketing and store placement strategy

How It Works

Calton Datx deploys alongside your existing camera infrastructure. IP cameras, CCTV systems, and compatible smart recording devices feed live video into the Calton Datx processing engine, which applies computer vision models to detect and classify people and vehicles passing through the frame. The AI extracts structured data: pedestrian counts, vehicle impressions, demographic estimates, dwell time, and peak-hour patterns. This data is processed continuously and pushed to a real-time dashboard where advertisers and media owners can monitor campaign performance, generate reports, and export data for further analysis. The hardware integration layer connects to major digital signage CMS platforms and VCast players, enabling bidirectional flow: audience insights inform which creative to display, and display performance feeds back into measurement. The REST API supports custom integrations for brands embedding Calton Datx data into their own analytics or reporting stacks. Pricing is available through direct contact with the sales team and is structured around enterprise contracts.

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