Chameleon Digital Media has become a standalone company following a split from its former parent company, Adapt Media.

For the past nine years, Chameleon has been using location-based data to understand the real-life movements of people for business insights and audience targeting. It had provided turn-key data solutions for large retail, automotive, financial services, restaurant and travel brands. It is now independently owned and operated through holding company Wildwood Park Media Corporation.

This spin off from Adapt, an OOH media company, comes as Chameleon is preparing to launch its Datalytica analytics platform. The move is meant to reinforce trust with its OOH publisher clients, since the new platform will be using first-party data in the form of loyalty, mobile location, payment and CRM data from those partners. Chameleon will still work with Adapt but now there is a distinct division between the two companies.

Adrian Seeley will lead Chameleon’s sales efforts, with a mandate to work with OOH media providers and advertising agencies on helping them understand and target their audiences. Seeley joined Chameleon in the spring as VP of sales, coming off of senior positions with Narcity and Pelmorex Media.

The spin-off comes as Adapt also launches its newest offering: Travel Path Media, an OOH travel and mobile data sales company working exclusively with airport media.

The company has exclusive representation for luxury lounge network Plaza Premium Group and in-airport TV network ReachTV, as well as screens on Best Buy and Rexall kiosks owned by Signifi Solutions.

Director of Sales, Natasha Stevens, who joined the company in April, will lead Travel Path as director of sales. Her experience includes airport media sales at Bell and airport media planning at OMD.