CUENDE Infometrics SA

What CUENDE Infometrics SA does

CUENDE Infometrics SA is a Spanish market research company that builds and operates audience measurement systems for Out-of-Home (OOH) and Digital Out-of-Home (DOOH) advertising. Founded in 1991 and headquartered in Las Rozas (Madrid), the company serves outdoor advertising operators (exclusivistas), advertisers, media agencies, and international industry bodies. Its core platform, GEOMEX, is the reference audience measurement standard in Spain, covering more than 150,000 advertising supports across billboards, monoposts, bus shelters, OPIS, MUPIS, banners, and building wraps, and is governed by a multi-stakeholder council that includes major operators, agencies, advertiser associations, and La FEDE.

The company's methodology fuses multiple data sources: anonymized Big Data from mobile network operators (notably MASORANGE/Orange), high-resolution satellite imagery from DigitalGlobe, GPS navigation data from TomTom, panel-based surveys (40,000+ interviews and 7,900 tracked panelists since inception), and Eye Tracking studies. CUENDE applies AI and machine learning to satellite imagery for vehicle detection and traffic estimation, and holds patents on its visibility analysis methodology, which calculates which street segments permit visibility of each advertising support based on physical characteristics and geolocated cartography. Beyond GEOMEX, CUENDE has developed specialized measurement tools for shopping centers (GEOINDOOR with Clear Channel), train stations (Geoestacion with Global), buses (GEOBUS), international markets (Métricooh, ImpressiOOHns), and a conversational AI agent (ChatOOH) launched in March 2026.

CUENDE operates a B2B sales-led model generating revenue through subscription/recurring licensing of GEOMEX data to operators, advertisers, and agencies; international technology licensing to partners in Thailand (Kinetic), South Africa (OMC via TELMAR's QUANTUM), Pakistan (MOVE consortium) and North America (Spotzi); and bespoke indoor measurement services co-developed with major operators. The Open Inventory initiative, launched in October 2024, provides free inclusion for small and medium operators to expand the platform's inventory base. The company is privately held and family-controlled, with founders José María Cuende (Presidente) and Daniel Cuende (Director de Innovación) actively involved in leadership. CUENDE has been recognized with the FEPE International Technical Innovation Award (2017), the first ESOMAR/Microsoft Hackathon on Big Data (2017), and European Regional Development Fund (FEDER) co-financing for Métricooh (2015).

Name

CUENDE Infometrics SA

Legal name

CUENDE INFOMETRICS, S.A.

Website

https://cuende.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

CUENDE Infometrics SA is a Spanish market research firm that builds and licenses audience measurement systems for Out-of-Home and Digital Out-of-Home advertising. It serves outdoor operators, advertisers, agencies, and international industry bodies, with its GEOMEX platform covering 150,000+ Spanish advertising supports.

Ownership category

akta.pro rank

Product category

Outdoor Advertising Audience Measurement

NAICS

Marketing Research and Public Opinion Polling (541910)

SIC

Services-Advertising (7310)

akta.pro primary industry

Out-of-Home (OOH) & Venue-Based TV/Audio Measurement (MPABAOAD)

akta.pro secondary industries

Location Intelligence, Analytics & Geospatial BI (BPAMANAE), Geospatial BI & Location Analytics (HDAEAMAK)

Keywords

• Outdoor advertising measurement
• OOH audience analytics
• Audience measurement platform
• Outdoor media research
• DOOH campaign planning

Headquarters

HQ city

Alcobendas

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Audience Measurement Data & Platform Licensing (GEOMEX): CUENDE generates revenue primarily by licensing its audience measurement data and platforms to outdoor media operators (exclusivistas), advertisers, and media agencies. GEOMEX is a subscription/usage-based data service providing coverage, impact, GRP, and OTS metrics. Open Inventory offers free basic access to small operators to grow the platform's inventory base.
2. International Licensing & Technology Export: CUENDE licenses its measurement technology internationally to partners such as Kinetic Thailand, OMC South Africa, and Spotzi. This includes technology transfer, methodology licensing, and software deployment for international OOH audience measurement systems (Pakistan, Thailand, South Africa).
3. Specialized Indoor Measurement Services: Custom measurement solutions for specific environments such as shopping centers (GEOINDOOR with Clear Channel) and train stations (Geoestacion with Global). These are developed on project/service basis with major operators, integrating their inventory into CUENDE's measurement framework.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

CUENDE Infometrics SA develops and licenses the GEOMEX audience measurement platform and a portfolio of specialized OOH/DOOH measurement products (M\u00e9tricooh, ImpressiOOHns, ChatOOH, GEOINDOOR, Geoestacion, GEOBUS). The company fuses mobile operator Big Data, satellite imagery, GPS navigation data, AI/ML, and proprietary visibility analysis algorithms to deliver standardized audience metrics (coverage, impact, GRP, OTS) for outdoor, indoor, and transit advertising environments in Spain and internationally.

Product overview

CUENDE Infometrics SA offers a unified outdoor advertising audience measurement ecosystem centered on the GEOMEX platform, which provides OOH/DOOH audience measurement for Spain using mobile operator big data, patented visibility analysis, and international standards. The portfolio includes specialized measurement tools for indoor environments (GEOINDOOR for shopping centers, Geoestacion for train stations), global reach through ImpressiOOHns and Métricooh using satellite imagery and AI, the ChatOOH conversational AI agent for campaign analysis, and GEOBUS for transit advertising. The Open Inventory initiative extends platform access to smaller operators. The system processes multiple data modalities including mobile network data, satellite imagery, GPS navigation, panelist surveys, and Eye Tracking studies.

Differentiator

Problem solved

Functional benefit

Brands

• GEOMEX: Platform for OOH (Out-of-Home) audience measurement in Spain using mobile operator Big Data, patented visibility analysis, and international measurement standards.
• ImpressiOOHns
• ChatOOH
• GEOINDOOR
• Geoestacion
• Métricooh

Products and services

• GEOMEX Audience measurement platform for OOH/DOOH advertising in Spain using mobile operator Big Data, patented visibility analysis, and international measurement standards. Provides geolocation-based campaign planning, audience reach metrics, and coverage analysis for outdoor media operators, advertisers, and agencies.
• ChatOOH AI agent for Out-of-Home advertising that converts complex OOH/DOOH campaign data into actionable insights via a conversational chat interface, using natural language processing to query and analyze campaign performance.
• ImpressiOOHns Outdoor advertising impression measurement product using Artificial Intelligence, Big Data and satellite imagery to measure impressions in any city worldwide. 100% privacy safe.
• GEOINDOOR First audience measurement tool for shopping centers in Spain, integrating urban furniture and indoor environment measurement into a unified solution following international OOH measurement standards. Uses anonymized mobile network data from MASORANGE combined with advanced geolocation methodologies.
• Geoestacion First Indoor audience measurement tool specifically designed for ADIF train station environments in Spain, developed in partnership with Global. Provides coverage, impact, GRP, and OTS metrics for advertising campaigns in train stations.
• M\u00e9tricooh International OOH audience measurement system using satellite imagery and Big Data traffic information, designed for markets without their own OOH currency systems. Developed with DigitalGlobe and TomTom.
• GEOBUS System for calculating advertising audiences on public transport buses, analyzing probability of space-time coincidence for each vehicle, route, and individual based on GEOMEX data cross-referenced with EMT Madrid bus data.
• Open Inventory GEOMEX program enabling medium and small OOH companies to include their advertising inventory free of charge in the GEOMEX audience measurement platform, democratizing access for media agencies during OOH/DOOH planning.

Quantifiable outcome

• 93.27% coverage of inhabitants in Madrid metropolitan area with less than 900 advertising faces
• +6 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability6 records

Feature7 records

Partnerships

16 partnerships are on record, tiered supporting, core and flagship.

• AWS (Amazon Web Services)supportingGTM or Marketing Partner · 6 March 2026CUENDE and AWS co-organized the 'IA para decidir y evaluar Out-of-Home' (AI to decide and evaluate in OOH) event in March 2026 at Torre Foster, Madrid. The event explored how AI is transforming outdoor advertising planning, measurement, and activation. AWS provided the venue and collaborated on the event agenda, positioning CUENDE's AI capabilities (particularly ChatOOH) through this partnership.
• MASORANGEcoreTechnology or Integration · 4 June 2025MASORANGE (formerly MásOrange, formed from the merger of Orange España and MásMóvil) provides anonymized mobile network data to CUENDE for GEOINDOOR measurement. This partnership enables CUENDE to combine MASORANGE's aggregated and anonymized mobile data with advanced geolocation methodologies for indoor audience measurement in shopping centers across Spain.
• Clear Channel (Spain)coreStrategic or Co-development Partner · 4 June 2025CUENDE and Clear Channel co-developed GEOINDOOR, the first tool in Spain for measuring advertising audiences in shopping centers. This partnership enables Clear Channel to demonstrate the value of its indoor advertising inventory to brands, using standardized measurement that integrates with outdoor measurement standards. Clear Channel commercializes over 1,600 supports in 147 shopping centers across Spain.
• Global (Global Media & Entertainment Group)coreStrategic or Co-development Partner · 19 February 2025CUENDE and Global co-developed Geoestacion, the first indoor audience measurement tool for train stations. Global manages advertising in ADIF train stations across Spain and uses Geoestacion to provide precise metrics (coverage, impact, GRP, OTS) to media agencies and advertisers. This partnership positions Global as an innovative transit advertising leader.
• OrangecoreTechnology or Integration · 1 May 2024CUENDE and Orange launched 'GEOMEX Powered by Orange,' providing a definitive solution for OOH/DOOH campaign planning, management, optimization, and post-evaluation. Orange's Big Data analysis of its mobile network data, previously aggregated and anonymized, provides mobility insights that enhance GEOMEX's audience measurement capabilities, especially in complex environments like shopping centers and train stations.
• IAB SpainsupportingGTM or Marketing Partner · 16 April 2024IAB Spain included CUENDE's expertise in its online course on Digital Out-of-Home. Yolanda Marugán, CUENDE's Director of Projects and Clients, taught sessions on OOH audience measurement, covering the impact of digitization, essential metrics, contracting models, and the particularities of the outdoor medium.
• Exterion MediasupportingStrategic or Co-development Partner · 9 June 2019Exterion Media partnered with CUENDE to develop GEOBUS, a pioneering system for calculating bus advertising audiences. The system cross-references GEOMEX data with EMT Madrid bus data to analyze the probability of space and time coincidence for each vehicle, route, and individual.
• EMT MadridsupportingTechnology or Integration · 9 June 2019EMT Madrid (Empresa Municipal de Transportes) provided bus operational data for the GEOBUS project developed by CUENDE and Exterion Media, enabling audience measurement for public transport advertising.
• SpotzisupportingTechnology or Integration · 28 March 2019Spotzi, a Canadian cartography and consumer data company, integrated MetricOOH data (developed by CUENDE) into its software platform for IBO Speedway and OOH Info, providing integrated mapping solutions for OOH media owners in North America.
• Kinetic ThailandflagshipOEM/ Whitelabel/ Licensing Partner · 24 March 2019Kinetic Thailand (a leading specialist in brand-building through outdoor advertising) launched the first OOH audience measurement data for the Thai market, developed by CUENDE Infometrics. This was the first market-caliber OOH measurement system in Thailand, presented at a launch event with over 150 attendees.
• EXEVIsupportingImplementation/ SI/ Consulting Partner · 7 March 2019CUENDE selected EXEVI, a leading technology and transformation company, as its specialized quality management consulting partner for the implementation of ISO 9001 quality management standard.
• OMC (South African Out-of-Home Media Council)flagshipOEM/ Whitelabel/ Licensing Partner · 25 February 2019OMC (South Africa) incorporates CUENDE's ROAD data into QUANTUM, the OOH inventory and planning software provided by TELMAR to OMC members. CUENDE also developed the Optimizer tool included in QUANTUM, allowing companies to plan OOH campaigns based on budget and other criteria.
• TELMARsupportingTechnology or Integration · 25 February 2019TELMAR provides the QUANTUM OOH software platform to OMC (South Africa) members, with CUENDE's ROAD audience data integrated into the system. The partnership enables OOH campaign planning with standardized audience metrics.
• MOVE Consortium (Pakistan)flagshipOEM/ Whitelabel/ Licensing Partner · 25 May 2015CUENDE participated in the MOVE (Measuring OOH Visibility & Exposure) consortium, together with TNS, DigitalGlobe, and Telmar, to develop and launch the first OOH audience measurement system in Pakistan (Karachi, Lahore, Islamabad, and Rawalpindi). The project was supervised by the Pakistan Advertisers Society's OAMTC. CUENDE's satellite imagery-based methodology was core to this international measurement initiative.
• DigitalGlobecoreTechnology or Integration · 10 June 2014CUENDE has an exclusive partnership agreement with DigitalGlobe for the exploitation of OOH audience metrics. DigitalGlobe provides high-resolution satellite imagery (up to 30cm resolution from 7 satellites capturing 2.5 million km² daily) that CUENDE analyzes using machine learning to identify and count vehicles and assess traffic patterns for OOH audience measurement.
• TomTomsupportingTechnology or Integration · 10 June 2014TomTom provides GPS navigation data (from 70 million navigation devices, yielding ~9 billion GPS data points daily) to CUENDE for OOH audience measurement. This data supports traffic flow analysis and pedestrian/vehicle movement patterns used in Métricooh and GEOMEX systems.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Geopath: Geopath is the non-profit OOH audience measurement organization serving the US market, combining mobility data (including Replica) with legacy panel approaches. As CUENDE is the de-facto OOH currency for Spain, Geopath is its closest functional analogue across geographies.
• Route Research / ROAD: Route Research operates ROAD, the standard OOH audience measurement currency in the UK, running panel-based reach and frequency research for Outdoor media owners. It is the most direct European peer to CUENDE's GEOMEX in methodology and customer base.
• TELMAR (Quividi/QUANTUM): TELMAR provides media planning software (including QUANTUM for OOH) used by outdoor operators and integrates with audience data currencies. CUENDE already integrates ROAD data into QUANTUM for OMC South Africa, making TELMAR a partner-and-channel as well as indirect competitor in planning workflows.

Broad incumbents

• Ipsos: Ipsos is a global market research firm with extensive media, audience, and public opinion research practices. It operates in adjacent measurement categories and would compete for similar advertiser and agency research budgets.
• Nielsen (NielsenIQ): Nielsen operates global audience measurement currencies across TV, radio, and has historically measured OOH through Nielsen Outdoor. It competes broadly with CUENDE as an enterprise analytics incumbent with much greater scale but less OOH-specific methodology.
• Kantar (Kantar Media): Kantar Media provides audience measurement, ad monitoring, and market research across media including OOH/DOOH via its Dimensions and TGI products. It is a broad incumbent whose media research portfolio overlaps with CUENDE's audience-measurement use cases.

Emerging players

• Hivestack: Hivestack is a programmatic DOOH ad platform offering audience-based campaign buying and analytics. It overlaps with CUENDE on the campaign-planning side of DOOH and uses its own audience data, making it a partial competitor for agency and advertiser spend.
• Place Exchange: Place Exchange operates a programmatic DOOH SSP with audience-based measurement integrations. It is an emerging player in DOOH campaign measurement and activation, partial overlap with CUENDE's audience-data and planning layer.
• Spotzi: Spotzi is a Canadian cartography and location data firm that already integrates CUENDE's MetricOOH into its platform for IBO/OOH Info customers. It is an emerging player in location intelligence with direct product overlap in the OOH measurement distribution layer.

Others

• CARMA / GlobalWebIndex: CARMA is a media monitoring and verification firm, while GWI provides audience research data. Both operate in the broader advertising research ecosystem that competes for budgets adjacent to OOH audience measurement, though neither focuses on OOH specifically.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/CuendeInfometrics
• LinkedInlinkedin.com/company/cuende-infometrics

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about CUENDE Infometrics SA