Calton Datx

Overview

Calton Datx is a cloud-based audience measurement platform built specifically for digital-out-of-home (DOOH) advertising. Developed by Nyxsys Philippines (founded 2022 and based in Mandaluyong City), it helps media owners, billboard operators, advertisers, and agencies move beyond guesswork and justify ROI on outdoor ad placements. The platform delivers two core analytics modules: People Analytics, which tracks pedestrian movement, crowd density, demographic classification, and dwell time using advanced computer vision, and Vehicle Analytics, which classifies vehicle types, analyzes traffic flow, and measures speed and direction using neural networks. Both modules feed into a unified real-time dashboard accessible via web browser, Android, and iOS. Clients include New Balance, Dentsu, IPG Brands, and UNILAB. The platform integrates with VcastPlay digital signage software and supports REST API, CMS integrations, WebSocket connections, and data export in CSV and PDF. Security features include SSL/TLS encryption, MFA, RBAC, GDPR compliance, and SOC 2 Type II certification. Pricing is custom and available on request via a free demo or consultation. A 30-day free trial is offered.

Features

• Real-time people analytics -- Counts pedestrian traffic with 93% 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

1. Hardware setup: Calton Datx installs or integrates cameras and sensors at outdoor advertising locations such as billboards, mall posterboxes, and digital signage screens. 2. Real-time data capture: The cameras feed live video to the platform's computer vision engine, which detects and anonymizes pedestrians and vehicles passing through the frame. No images or video are stored, only metadata and counts. 3. AI processing: Machine learning algorithms classify demographics, count impressions (Opportunity to See), measure dwell time, and analyze vehicle type and traffic flow continuously. 4. Dashboard reporting: Processed data populates a real-time dashboard accessible on web, Android, and iOS. Users monitor campaign performance, audience size, and engagement metrics from a single interface. 5. Dynamic triggers: The system can automatically adjust or trigger content changes on digital signage based on detected audience presence, maximizing relevance. 6. Export and reporting: Campaign performance data exports as CSV or PDF for advertiser reporting, with automated alerts and API access for custom integrations.

Frequently Asked Questions

What types of hardware does Calton Datx integrate with?

Calton Datx supports IP cameras, CCTV systems, VCast players, and smart recording devices. It also integrates with major digital signage CMS platforms via API. Most existing outdoor ad infrastructure can connect to the platform without requiring new hardware purchases.

How accurate is the audience measurement?

Calton Datx reports 93% accuracy for people detection based on its AI models. The platform has processed over 95 million data points and is used by more than 100 brands. Case studies cite ROI improvements of 300-340% when campaigns are optimized using its data.

Is Calton Datx compliant with data privacy regulations?

Yes. The platform is GDPR compliant, SOC 2 Type II certified, and aligned with ISO 27001 security standards. It uses SSL/TLS encryption, multi-factor authentication, and role-based access control to meet enterprise security requirements.

Is pricing publicly available?

Calton Datx does not publish pricing on its website. Pricing is available through direct contact with the sales team and is structured around enterprise contracts covering the number of camera feeds, locations, and data volume. A demo is the recommended first step.

Who is Calton Datx built for?

The primary users are media owners operating digital out-of-home networks, advertising agencies running OOH campaigns, and brands with significant outdoor ad budgets that want to measure audience exposure with digital-level precision. It is not designed for solo creators or small businesses.