Westwood One, Traffic Partner Snag Yahoo Deal

In an online distribution deal, traffic content provider Westwood One and Wisconsin-based TrafficCast say they are providing integrated real-time traffic information for Yahoo via the online company’s Maps service. TrafficCast is a data company that offers predictive and flow traffic information.
“Our rapid integration with TrafficCast has created the single largest U.S. traffic information database for the U.S.,” Pat LaPlatney, EVP of Westwood One, stated in the announcement. LaPlatney touted the combination of traffic speed, predictive traffic services and incident reporting the companies can offer together. They are marketing services to broadcasters as well as other users like governments, Internet clients, telematics/auto navigation systems and fleet managers.
TrafficCast CEO Connie Li said the market for interactive traffic information “is rapidly evolving. Integration of traffic speed, predictive traffic services and incident reporting is critical to deliver meaningful personalized information services.”
The WWO partnership with TrafficCast dates to November. Flow data from TrafficCast is being integrated into Westwood’s 340,000 traffic locations and managed through its data architecture. Westwood One historical traffic data is analyzed by TrafficCast, allowing Westwood One to offer predictive traffic information to its clients.
TrafficCast also has a system in test in Shanghai for use in a national traffic system in China.