It’s been a busy week for APN Outdoor, with the company now renewing its sales agency agreement with commuter technology company XTD Limited for a further three years.

Under the agreement, APN will continue to market digital out-of-home (DOOH) content and advertising for distribution onto XTD’s digital screen networks in Melbourne and Brisbane, which form part of APN’s national XTrackTV network.

The new agreement enables APN to access patented software products and data relationships developed by XTD’s subsidiary, Contact Light.

APN will utilise Contact Lights software platforms to enhance engagement with all of its DOOH commuter audiences across Australia.

The contract renewal comes shortly after APN entered a deal to be acquired by rival JCDecaux for $1.2 billion.

In a statement to shareholders, APN chief executive James Warburton said: “We recognise the significance that data plays in the products we develop and deliver to our customers at present and into the future.

“They improve efficiencies, ease of transactions and increase audience engagement. XTD and Contact Light are vital players in this space, and we are very pleased to be continuing our partnership.

“This agreement and the innovation it delivers will provide an increased focus by APN Outdoor on data and technological innovation throughout our product offering.”

XTD chairman Frank Hurley said: “XTD and APN Outdoor have been working together since 2015. What is most pleasing about this agreement is APN Outdoor’s recognition that our strategy around the DOOH industry’s move towards innovation, software and data-led actions is what will make a difference over the short to medium term.”

Contact Light CEO Mike Boyd said: “We are very pleased that APN has supported XTD and contact Light by including a commitment to our products and services in the latest agreement with XTD.”

APN’s new agreement with XTD comes into effect at the beginning of July.