Avyan Holdings and All About Outdoor Group form joint venture Prooh

Singapore-based Avyan Holdings and Delhi-based All About Outdoor Group have formed a joint venture called Prooh Technologies.

Avyan, founded by Havas Group's Vishnu Mohan, an advertising veteran, will hold 20% of Prooh with All About Outdoor holding the rest.

The company has launched a new tech product called prooh.ai which seeks to make out-of-home (OOH) media buying and selling more scientific, said Mohan. "Currently, static outdoor ad assets are bought on a rental basis. With prooh.ai, clients can buy outdoor assets based on the audience," he added.

The company will fuse geospatial, audience profile, and road traffic data with data collected through IOT devices that have facial recognition technology to allow better ad targeting and reduce ad wastage.