AllUnite
AllUnite is a Copenhagen-based adtech company providing real-time audience measurement for out-of-home advertising via proprietary IoT sensors (Wi-Fi, Lidar) fused with telco and GPS data, serving OOH media owners, agencies, and retailers across 40+ countries.
- Company typePrivate
- Founded2013
- HeadquartersCopenhagen, Denmark
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What AllUnite does
AllUnite is a Copenhagen-based adtech company that builds real-time audience measurement infrastructure for out-of-home (OOH) advertising, retail, and transit environments. Founded in 2013 by Esben Elmoe and Kasper Gevaldig, the company originally provided Wi-Fi connectivity and footfall analytics for store owners before pivoting into OOH measurement; its current positioning centers on a proprietary sensor stack (Wi-Fi sensors plus 2D/3D Lidar) combined with telco and GPS mobile location data, fused through AI-powered statistical models into a single real-time audience dataset.
The core product is AllUnite Analytics, an enterprise platform comprising four modules — Inventory Manager, Audience Analytics, Campaign Planner, and Data Insights — supported by a Data Fusion Solution that integrates multiple data streams for granular reach, frequency, dwell time, demographic, and visibility-adjusted impression analytics. Methodology is independently validated by PwC and top global research firms (Nielsen is a named partner), with GDPR-compliant anonymization performed within 2 seconds and a stated 95%+ data accuracy target. The company deploys its own IoT hardware and offers API integration with DSPs to enable programmatic OOH buying.
AllUnite commercializes through (i) SaaS subscriptions to the AllUnite Analytics platform, (ii) sensor/hardware equipment provisioning, and (iii) managed analytics and industry-measurement-currency contracts. It sells via direct enterprise field sales organized by region (EMEA, LATAM, APAC, North America) and through channel partnerships with major OOH operators (JCDecaux, Clear Channel, WallDecaux, Ocean Outdoor, Bauer Media Outdoor, AFA Decaux), engineering firms (Ramboll), and industry bodies (ABOOH, OAAA, WOO). The company has active commercial presence in 40+ countries across four continents and has been selected by Denmark's three largest OOH operators to deliver the country's first unified measurement currency.
AllUnite firmographics
Firmographics- Name
- AllUnite
- Legal name
- AllUnite A/S
- Website
- https://allunite.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- AllUnite is a Copenhagen-based adtech company providing real-time audience measurement for out-of-home advertising via proprietary IoT sensors (Wi-Fi, Lidar) fused with telco and GPS data, serving OOH media owners, agencies, and retailers across 40+ countries.
- Ownership category
- akta.pro rank
AllUnite industry classification
Industry- Product category
- OOH Audience Measurement AdTech
- NAICS
- Other Services Related to Advertising (541890), Other Services Related to Advertising (54189)
- SIC
- Services-Advertising (7310)
- akta.pro primary industry
- OOH Measurement, Attribution & Verification (Footfall, Impressions, Brand Lift) (BPAFALAK)
- akta.pro secondary industries
- Media Measurement, Attribution & Mix Modeling (MMM/MTA) (BPAFABAN), Performance Analytics, Attribution & Measurement (MMM/MTA) (BPAFACAJ)
Keywords
Where AllUnite is headquartered
LocationHeadquarters
- HQ city
- Copenhagen
- HQ country
- Denmark
- HQ region
- Europe
Offices6 records
Markets served
AllUnite business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Supply Chain, Marketing or Sales, Operations
Revenue model
- SaaS Platform Subscription (AllUnite Analytics): Subscription-based access to AllUnite Analytics platform providing real-time audience measurement, inventory management, campaign planning, and data insights for OOH media owners and advertisers. 24/7 live data access.
- Sensor/Hardware Equipment Provision: Sale and deployment of state-of-art IoT equipment (Wi-Fi sensors, 2D/3D Lidar sensors) to partner locations for data collection.
- Data Analytics & Insights Services: Data enrichment, calibration, validation, and analytics services provided to OOH media owners and advertisers. Includes live demographics, reach & frequency analysis, and impression modeling.
- Industry Measurement Currency Contracts: Contracts to deliver unified industry-wide measurement systems, such as the Danish OOH measurement system developed with Ocean Outdoor, Bauer Media Outdoor, and AFA Decaux.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Contact sales for custom enterprise pricing |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels6 records
AllUnite product offering
Product offeringCore offering
AllUnite sells a unified SaaS audience measurement platform (AllUnite Analytics) for Out-of-Home advertising, complemented by IoT sensor hardware (Wi-Fi, 2D/3D Lidar) and a proprietary data fusion methodology that combines sensor, telco, and GPS data into real-time audience insights. The platform delivers inventory management, traffic and impression analytics, demographic segmentation, campaign planning, and DSP API integration to OOH media owners, retailers, transit operators, and advertising agencies across 30+ countries.
Product overview
AllUnite offers a unified OOH (Out-of-Home) advertising measurement platform called AllUnite Analytics, which integrates four core modules: Inventory Manager (for asset tracking and classification), Audience Analytics (for real-time traffic and demographic insights), Campaign Planner (for campaign creation, optimization, and DSP integration), and Data Insights (for location analysis and audience visualization). The platform is supported by IoT hardware including Wi-Fi Sensors, 2D Lidar Sensors, and 3D Lidar Sensors for data collection. An advanced Data Fusion Solution integrates multiple data sources (Wi-Fi, telco, GPS, Lidar) using AI-powered models for enhanced audience measurement and campaign optimization. The company operates in 30+ countries across 4 continents.
Differentiator
Problem solved
Functional benefit
Products and services
- AllUnite Analytics Central SaaS platform for OOH campaign management integrating inventory, audience metrics, campaigns, and data insights. Provides real-time data access for programmatic bidding, audience research, and campaign delivery. Built for OOH media owners, agencies, and retailers across 30+ countries.
- Inventory Manager Web-based inventory management system for OOH assets providing inventory database and administration, classification attributes, industry-standard Visibility Adjusted (VA) calculation, and inventory auditing for Joint Industry Committees (JICs).
- Audience Analytics Live traffic flow monitoring module for indoor and outdoor, digital and analog panels. Provides real-time and historical traffic data, impressions and dwell time calculations, live demographics, reach and frequency metrics, and traffic forecasting.
- Campaign Planner OOH campaign creation, planning, and reporting system with audience creation using reach & frequency and impressions, planning and optimization capabilities, comprehensive reporting, and API integration with DSPs for programmatic trading.
- Data Insights Data extraction, analysis, and presentation module providing location insights including trends, weather, and events data, data change comparisons, advanced filtering, and audience visualization including origin/destination and heatmaps.
- Wi-Fi Sensors IoT equipment for quantifying pedestrian traffic, audience, and demographic data cost-efficiently at scale using Wi-Fi technology. Designed for easy installation and maintenance across diverse OOH and retail use cases.
- 2D Lidar Sensors Sensor technology for accurately measuring roadside mobility including vehicular and bike traffic, movement direction, lane position, and average speed.
- 3D Lidar Sensors High-precision measurement sensors for customer behavior at points of sale, airports, and outdoor environments.
- Data Fusion Solution Advanced data integration methodology merging Wi-Fi sensors, telco insights, GPS data, and Lidar technology to create unified datasets for real-time audience engagement insights and enhanced campaign accuracy and targeting.
- Unified OOH Measurement System (Denmark) Groundbreaking unified outdoor measurement system for Denmark covering both digital and analog outdoor media, based on real-time sensor data, advanced mobility insights, and AI-powered models. Includes PwC-reviewed methodology, 3Mobil mobility data, Ramboll travel surveys, and Route data.
Quantifiable outcome
- 20% more impressions on static OOH screens compared to traditional measurement methods
- +4 more outcomes
Companies that use AllUnite
Customer profileNamed customers15 records
Segments4 records
Ideal customer profiles3 records
AllUnite technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability4 records
Feature12 records
AllUnite partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- MOVE (Pakistan)coreMOVE (Pakistan's first tech-enabled OOH campaign monitoring and audience measurement solution) partnered with AllUnite to enhance OOH measurement capabilities in Pakistan. Partnership combines MOVE's local market expertise with AllUnite's advanced sensor infrastructure and AI-driven analytics. Announced at WOO Annual Congress in London.
- Ocean Outdoor (Denmark)coreAllUnite was selected by Ocean Outdoor (along with Bauer Media Outdoor and AFA Decaux) to deliver a groundbreaking unified outdoor measurement system in Denmark covering both digital and analog media. The system, launching in 2027, uses real-time sensor data, advanced mobility insights, and AI-powered models for precise and transparent OOH audience measurement. PwC reviews all methodology. This is a flagship industry-standard partnership.
- Bauer Media Outdoor (Denmark)coreBauer Media Outdoor is one of three Danish OOH operators (alongside Ocean Outdoor and AFA Decaux) that selected AllUnite to build a unified measurement system for the Danish OOH industry, integrating AllUnite's sensor infrastructure, 3Mobil mobility data, Ramboll travel surveys, and Route data.
- AFA Decaux (Denmark)coreAFA Decaux is one of three Danish OOH operators (alongside Ocean Outdoor and Bauer Media Outdoor) that selected AllUnite to build a unified measurement system for the Danish OOH industry, integrating AllUnite's sensor infrastructure, 3Mobil mobility data, Ramboll travel surveys, and Route data.
- PwCminorPwC reviews and verifies the methodology and validates the results of the Danish unified OOH measurement system developed by AllUnite, providing independent third-party assurance.
- WPP MediaminorWPP Media supports the Danish unified OOH measurement initiative, with WPP's Trading & Partnerships Director endorsing the system as enabling outdoor to compete directly with TV and digital media on core metrics.
- Ramboll FinlandcoreAllUnite and Ramboll Finland announced a strategic partnership to revolutionize OOH audience measurement, combining traffic flow data from Ramboll and mobile insights from AllUnite for precise audience analytics in Finland.
- ABOOH (Associação Brasileira de Out Of Home)coreAllUnite became a proud member of ABOOH, Brazil's OOH industry association with 14+ years of presence across 200+ urban centers and 230,000+ member panels. The membership signifies AllUnite's commitment to the Brazilian OOH market and aligns with ABOOH's mission to unite OOH sector and promote best practices.
- OAAA (Out of Home Advertising Association)minorProud member of OAAA (US-based Out of Home Advertising Association). Membership provides industry credibility and network access in the US market.
- WOO (World Out of Home Organization)minorProud member of WOO (World Out of Home Organization). The MOVE partnership was announced at the WOO Annual Congress in London.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
AllUnite competitors and assessment
Company assessmentEmerging players
- AirSage: US-based provider of population movement and audience analytics using telecom carrier data. Comparable to AllUnite's telco-data-based audience measurement methodology, though focused primarily on US market.
- Vistar Media: DOOH supply-side platform providing programmatic activation and measurement infrastructure for OOH media owners. Competes with AllUnite's Campaign Planner/DSP integration capabilities and serves overlapping media-owner customers.
- Hivestack: Global DOOH ad exchange and SSP offering programmatic buying and audience measurement for OOH inventory. Comparable to AllUnite on the programmatic activation side, with growing measurement capabilities.
- PlaceIQ: Location data platform providing audience targeting and measurement using mobile location signals. Comparable to AllUnite's data fusion of telco/GPS/mobile data for audience analytics, though focused on digital advertising rather than OOH measurement.
Broad incumbents
- Broadsign: DOOH content management and programmatic platform serving media owners with CMS, inventory management, and audience analytics. Overlaps with AllUnite's Inventory Manager and Campaign Planner modules for OOH media owners.
- Nielsen: Global measurement and data analytics incumbent with OOH measurement capabilities (Nielsen OOH measurement in select markets) and broader TV/digital/audio measurement. Already listed as AllUnite customer/partner, indicating overlap and competitive tension.
- Foursquare: Location intelligence platform with footfall data, audience segmentation, and visit analytics used by advertisers and retailers. Comparable to AllUnite's drive-to-store, catchment analysis, and footfall measurement capabilities.
Others
- Adform: European ad tech platform providing programmatic buying, DSP, and increasingly DOOH activation capabilities. Listed as an AllUnite integration partner, indicating overlap on programmatic OOH campaign workflows rather than direct audience measurement competition.
Direct peers
- Quividi: France-based computer-vision audience measurement platform for digital out-of-home (DOOH) and in-store retail. Counts impressions, demographics, and attention using camera sensors. Comparable to AllUnite's sensor-based OOH measurement but uses camera/CV rather than Wi-Fi/Lidar.
- Geopath: US-based nonprofit OOH audience measurement organization, jointly funded by OOH operators. Provides audience impressions, reach, and frequency metrics for OOH campaigns. Most direct competitor to AllUnite in OOH measurement, though focused primarily on the US market.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
AllUnite social profiles
Digital presenceAllUnite compliance and trust
Trust signalCompliance1 record
AllUnite financial estimates
Financial estimateRevenue estimate
Valuation estimate
AllUnite leadership team
Management profileNumber of profiles
Profiles12 records
AllUnite funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AllUnite M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AllUnite
What does AllUnite do?
AllUnite sells a unified SaaS audience measurement platform (AllUnite Analytics) for Out-of-Home advertising, complemented by IoT sensor hardware (Wi-Fi, 2D/3D Lidar) and a proprietary data fusion methodology that combines sensor, telco, and GPS data into real-time audience insights. The platform delivers inventory management, traffic and impression analytics, demographic segmentation, campaign planning, and DSP API integration to OOH media owners, retailers, transit operators, and advertising agencies across 30+ countries.
Is AllUnite a public or private company?
AllUnite is a private company. It is classified as venture growth investor backed and is currently operating.
When was AllUnite founded?
AllUnite was founded in 2013. It employs 11 to 50 people.
Where is AllUnite based?
AllUnite is headquartered in Copenhagen, Denmark, in the Europe region.
How does AllUnite make money?
Four revenue lines are on record. SaaS Platform Subscription (AllUnite Analytics) is the primary driver. The others are sensor/Hardware Equipment Provision, data Analytics & Insights Services and industry Measurement Currency Contracts.
Who are AllUnite's main competitors?
Emerging players on record are AirSage, Vistar Media, Hivestack and PlaceIQ. Broad incumbents are Broadsign, Nielsen and Foursquare. Adform is listed as an others. Direct peers are Quividi and Geopath.
Does AllUnite have an API?
Yes. AllUnite offers API integration with DSPs (Demand-Side Platforms) through its Campaign Planner module. The API enables programmatic data access for real-time bidding, allowing advertisers to integrate AllUnite's OOH inventory, audience metrics, and impression data directly into their programmatic trading workflows.
What industry is AllUnite in?
AllUnite's product category is OOH Audience Measurement AdTech. Its primary akta.pro industry code is BPAFALAK, OOH Measurement, Attribution & Verification (Footfall, Impressions, Brand Lift), with a secondary code of BPAFABAN, Media Measurement, Attribution & Mix Modeling (MMM/MTA). Its NAICS code is 541890 and its SIC code is 7310.