Chameleon Digital Media becomes stand alone firm
By Rob Bale
Adapt Media of Toronto has spun-off its Chameleon Digital Media subsidiary as a stand alone company. The company specializes in location-based data analytics relating to consumer movement and out-of-home advertising. The move is in advance of the introduction of Chameleon’s new Datalytica service. Adrian Seeley, formerly of Narcity and Pelmorex Media, has joined the company as vice-president of sales.
“Because Datalytica will ingest so much proprietary first party intelligence in the form of loyalty, mobile location, payment, and CRM data from our OOH partners, we wanted them to feel comfortable in sharing that informational lifeblood with the Chameleon Digital Media team,” said Jamie Thompson, CEO of Chameleon Digital Media. “Chameleon will still be available to Adapt to prove the efficacy of their OOH products, but there will now be a clear division between the two companies’ daily operations.”