Cineplex Media is the newest media company to sign on as a member of COMMB, bringing its 750 screens across 96 shopping destinations to the bureau.

In addition to its members now having access to Cineplex Media’s national shopping network, COMMB has also unveiled a new “Mall Measurement Methodology,” in collaboration with Cineplex Media and Cineplex Digital Media (CDM).

The mall methodology is COMMB’s first AI-powered audience measurement tool, which represents a “significant leap forward in the industry,” said Farrokh Mansouri, head of data science at COMMB, in a press release.

Cineplex Media uses technology from real-time audience measurement and shopper engagement company, Quividi, which helps count how many people pass by its screens. Quividi’s system uses AI to give advertisers clear numbers about how many people see their ads, while adhering to strict privacy standards. The tech is being used alongside the new “Mall Measurement Methodology,” making it the first of its kind for this type of tracking, according to COMMB.

“By leveraging [AI] to enhance the accuracy of OOH measurement, we are paving the way for significant advancement and ushering in a new era of DOOH measurement that benefits both media owners and advertisers alike,” added Mansouri.

COMMB is responsible for the collective marketing and measurement efforts for the OOH industry, and it’s membership is comprised of advertisers, agencies, programmatic tech stacks and OOH companies.