UK: Proxama plc’s mobile location data technology is to be embedded into the National Rail Enquiries journey planning apps under an agreement signed with the Rail Delivery Group. This will generate anonymised consumer data which Proxama’s platform will monetise through the sale of premium audience and attribution products and services.

RDG will also use the location data for purposes such as mobile advertising. ‘Working with Proxama means we can embed the latest mobile location intelligence technology into our National Rail Enquiries apps, giving us a competitive edge when it comes to offering a more precise and targeted experience for our consumers and advertisers’, said RDG Digital Revenue Manager Jonathan McCauley-Oliver on July 17.

The launch of the iOS app this month will expand Proxama’s user base from 2·7 million consumers in May to more than 3·8 million. An Android app will follow later in the year.

‘This agreement with RDG is incredibly important to the company’, said Proxama CEO John Kennedy. ‘Not only is it a fantastic brand to be working with, but it helps us to further establish a monetisable audience from which to base data products.’