Calton Datx
Calton Datx is an AI audience measurement platform pairing Calton Reach for outdoor and DOOH displays with Calton Path for physical stores, turning existing cameras into verified impression counts, dwell time, footfall and demographic insight.
What is Calton Datx?
Calton Datx is an audience measurement platform that uses computer vision and AI to count and characterise the people and vehicles passing in front of a screen or through a shop door. It ships as two products on one platform. Calton Reach serves out-of-home media, meaning billboards, LED displays and transit media, and measures real-world engagement around advertising displays. Calton Path plugs into a retailer's existing CCTV system and measures what happens inside supermarkets, malls, boutiques and restaurants.
On the outdoor side the platform reports OTS, the opportunity to see, for pedestrians and vehicles alike, distinguishes people who genuinely watch a screen from those who simply walk past, detects age brackets and gender, measures dwell time within the visibility range, and classifies vehicles by type, from motorcycles and cars to buses and trucks, with speed and peak-hour breakdowns. Campaign reporting is automated so a display owner can hand an advertiser evidence rather than an estimate.
Inside a store, Calton Path counts entries and exits, builds heatmaps of shopper flow, times dwell per zone, estimates repeat visitors, tracks queue length and waiting time, compares zones and branches, and can be correlated with point-of-sale data to derive conversion. A workforce view maps staff movement and support activity by zone, while a machine learning layer recognises age groups and reactions.
The privacy posture is repeated on every page: no image or video is stored, only metadata and counts. Processing can run at the edge on the camera itself, on premises inside the customer's network, or in the cloud, with raw footage staying on site and analytics kept on the customer's own server.
Access is through a browser dashboard, mobile and desktop applications and an admin console, with a REST API, CMS integration for digital signage, WebSocket streaming and CSV, PDF and PNG exports. An in-product AI assistant answers questions about the data, next to pre-built, custom and scheduled email reports.
The company is based in Mandaluyong City, Philippines, declares the Philippines as its service area, and publishes testimonials from New Balance, IPG Media Brands, Dentsu, Spark Media Solutions, UNILAB and The Huddle Room. No pricing is published: access begins with a demo request.
What it does
- Count the people and vehicles exposed to a roadside or outdoor display and turn them into verified impressions
- Separate viewers who actually watch a screen from those who merely pass it, and measure how long they dwell
- Detect audience age brackets and gender without storing a single image
- Count store entries, map customer journeys by zone and render in-store traffic as heatmaps
- Track queue lengths and waiting times in real time, with alerts on abnormal crowding
- Classify vehicle types and measure speed and traffic peaks along a display's road
- Produce campaign and store reports automatically, on a daily or weekly schedule
When to use Calton Datx / When not to
A quick filter to help you decide if Calton Datx is the right fit.
When to use Calton Datx
- DOOH network owners and billboard operators who need verified impression data to prove campaign ROI to advertisers
- Media buyers and advertising agencies comparing the real-world performance of outdoor campaigns across sites
- Retail chains, supermarkets and malls already running CCTV who want footfall, queue and heatmap data without buying new hardware
- Restaurant and quick-service operators planning staffing and promotions around measured peak hours and queue build-up
- Multi-site operations and brand managers benchmarking branches on identical traffic, dwell and zone metrics
When not to use Calton Datx
- Marketers after individual-level targeting or identity resolution: the platform deliberately collects no personally identifiable information
- Teams looking for a video surveillance or evidence system, since no image or footage is stored, only metadata and counts
- Buyers who need to compare published prices before speaking to sales, as there is no pricing page and no self-service sign-up
- Developers who must assess an integration up front, because a REST API is advertised but no public documentation exists
- Organisations with no physical premises or camera estate, and buyers needing a vendor whose commercial footprint reaches beyond the Philippines
How to use Calton Datx
A typical end-to-end flow, from setup to results.
- Fill in the form on the Get Started page, choosing between a free demo, the free trial, an expert consultation or a custom quote
- Describe your setup and objectives; the company advertises a reply within 24 hours on business days
- Attend the personalised walkthrough, presented as a 20-minute session for Calton Path
- Check hardware compatibility: IP cameras, CCTV systems, recorders, VCast players and all display types are listed as supported
- Connect the camera estate you already own rather than buying new equipment, for the in-store product
- Upload your floor plan and position the cameras to see where coverage is solid and where blind spots remain
- Define the zones to be measured inside each camera view, such as an aisle, a checkout or a display, and adjust them as the layout changes
- Organise cameras by store and location, and register every branch in the centralised store listing
- Sign in at analytics.caltondatx.com from a browser, the mobile app, the desktop app or the admin console
- Set up alerts and reporting: pre-built reports, the manual report builder, AI summaries, scheduled email delivery and CSV, PDF or PNG exports
Pros & Cons
Pros
- Two complementary use cases, outdoor media and physical retail, on a single platform
- Works with the CCTV cameras already installed, with no dedicated hardware announced for the in-store product
- Consistent privacy stance: no personally identifiable information, no image or video stored, only metadata and counts
- Choice of processing location, at the edge on the camera, on premises inside your network, or in the cloud
- Rich delivery: real-time dashboard, heatmaps, automated and scheduled reports, and CSV, PDF and PNG exports
- REST API and WebSocket streaming announced for integration into existing systems
- A 30-day full-access free trial and a stated 24-hour commercial response time
Cons
- No public pricing whatsoever, every route leading to a form and a sales conversation
- No terms of service or general conditions are published, and the footer Terms links lead nowhere
- A REST API is advertised but no public documentation exists to assess it
- SOC 2 Type II and ISO 27001 appear as a bullet list, with no report, no scope and no certifying body
- GDPR compliance is claimed with no Article 27 representative, no DPA, no subprocessor list and no stated hosting country
- A single generic mailbox handles everything, with no dedicated support or legal address, and the footer LinkedIn URL is malformed
- iOS and Android apps are announced without a single store link, and the resources page shows 2024 material with download counters but no downloads
Pricing & Plans
No pricing is published. The site has no pricing page and states only that pricing is custom and tailored to the buyer's needs, obtained through the Get Started form. A 30-day free trial with full access is advertised, alongside a free demo and a free consultation, but no permanent free plan is mentioned and no amount or currency appears anywhere on the site.
Data, GDPR & hosting
A consolidated view of how Calton Datx handles your data.
GDPR overview
GDPR compliance is claimed explicitly. Section 5 of the privacy policy states that the company is fully compliant with the General Data Protection Regulation and with the Philippine Data Privacy Act (Republic Act No. 10173), resting the claim on the fact that no directly identifying data is collected. The Solutions page lists GDPR Compliant alongside SOC 2 Type II Certified, ISO 27001 Standards and Regular Security Audits, and the Calton Path data protection page repeats that the product is GDPR compliant, stores no personal data and keeps only behaviour patterns. Erasure requests go to info@caltondatx.com. What is missing matters just as much: the company is established outside the European Union yet names no Article 27 representative and no DPO, offers no data processing agreement, publishes no subprocessor list and states no hosting jurisdiction.
Who owns the data?
Calton Datx presents itself as a processor of anonymous signals rather than a holder of personal data. Its privacy policy, effective 4 April 2024, says it collects demographics, emotional expressions, behaviour metrics, vehicle data, app usage statistics and IP addresses, all anonymised and aggregated, and that it collects no personally identifiable information. With Calton Path the video is processed inside the customer's own network: raw footage stays on site and the resulting analytics sit on the customer's own server or cloud environment, the vendor stating it stores neither customer photos nor personal data. Unnamed third-party cloud storage and analytics providers are involved. Deletion can be requested at info@caltondatx.com.
Reuse rights
The published documents describe what the vendor does with the data, not what the customer may do with it. No terms of service exist, so no licence, reuse or ownership clause governs a customer's own exports. In practice the product is built for reuse: dashboards, CSV, PDF and PNG exports, a REST API and a WebSocket stream are all advertised for pulling measurements into other systems, and nothing on the site restricts what a customer does with its own reports. The vendor limits its own use to delivering real-time audience analytics, optimising campaigns, measuring ad effectiveness, analysing traffic patterns and improving the application, and it notes that third-party cloud storage and analytics providers operate under their own privacy policies. Training AI models on customer data is never mentioned, and no opt-out is documented.
Data retention & training
Hosting summary
No hosting country or region is named anywhere on the site, and no data processing agreement or subprocessor list is published. What the vendor describes is architecture rather than jurisdiction. Calton Path processes CCTV footage on premises, inside the customer's own network: raw footage stays on site while analytics and reports are stored on the customer's own server or cloud environment. Edge computing is offered as well, with processing running directly on the camera. The software is presented in two modes, cloud-based or on-premise, so the customer largely chooses where the data sits. Data is described as encrypted both in transit and at rest, including between the cameras, the local processing device and the server. The privacy policy adds that trusted third-party cloud storage and analytics providers are used, without naming any of them. For reference only, the caltondatx.com domain resolves to an address located in Singapore on GoDaddy infrastructure, which describes the marketing site and not where customer measurements are kept.
Things to keep in mind
Risks and trade-offs to weigh before adopting Calton Datx.
- Continuous camera analytics in public and retail space raises acceptability questions even when no personal data is stored, since shoppers and passers-by are measured without ever opting in
- The no-PII guarantee rests entirely on the vendor's own statement, with no audit report, no data processing agreement and no named subprocessor to check it against
- Inferring emotional expression and demographics from video is a contested technique whose accuracy and bias are documented nowhere on the site
- Staff movement and support activity are tracked by zone; used carelessly, workforce analytics slide into individual performance surveillance
- Buying without published terms of service leaves contractual terms, liability and data ownership entirely to a private agreement
- The headline figures, from a 3x ROI improvement and 98% client satisfaction to case studies claiming +23% revenue and +340% billboard ROI, carry no method or source and should not drive a decision on their own
- An API key sits in clear text inside the site's public JavaScript bundle next to the internal API endpoint, a signal worth raising with the vendor before entrusting it with camera data
Setup & Integrations
Technical difficulty
Moderate, and never self-service. There is no sign-up: the journey starts with a form and a scheduled walkthrough. For the in-store product the existing CCTV estate is reused, so the effort goes into configuration, uploading a floor plan, positioning cameras, checking for blind spots, drawing the zones to be measured and registering each branch. Outdoor deployments involve a physical installation alongside displays and compatible recorders or VCast players. Day-to-day use needs nothing beyond a browser. Integrating the REST API or the WebSocket stream is harder to judge, since no public documentation exists.
Deployment
Integrations
Behind Calton Datx
Social
Resources
All the official URLs gathered for verification and reference.
Frequently asked questions
What does Calton Datx actually measure?
Do I need to install new cameras?
Is my video footage stored?
How much does it cost?
Is there a free trial?
Is there an API?
Is Calton Datx GDPR compliant?
What is the minimum age to use it?
How do I get my data deleted?
Where is the company based and who uses the platform?
Should you pick Calton Datx?
Calton Datx answers a concrete question that outdoor media and physical retail have long struggled with: how many people were really there, and what did they do. Its two products cover both halves of that question, Calton Reach around advertising displays and Calton Path inside stores, and the functional breadth is genuine. Impression and viewer counting, dwell time, age and gender brackets, vehicle classification, shopper heatmaps, queue monitoring, zone and workforce analysis, optional POS correlation, live multi-site monitoring, real-time alerts and a full reporting stack with AI summaries and scheduled exports all appear on the site with enough detail to be credible. Reusing an existing CCTV estate rather than selling new hardware is a real practical advantage, and the choice between edge, on-premise and cloud processing will matter to buyers with strict data rules.
The privacy stance is stated consistently and is central to the offer: no personally identifiable information, no stored images or video, only metadata and counts. It is a coherent position, but it rests entirely on the vendor's word. The commercial side is where the reservations sit. There is no published price, no terms of service, no API documentation, no data processing agreement, no named subprocessor and no stated hosting country, while SOC 2 Type II and ISO 27001 appear as a bullet list with no report or scope behind them. Several figures on the site read as marketing rather than measurement.
For a DOOH network operator or a retail chain already equipped with cameras, and particularly for one operating in the Philippines where the company's clients and service area sit, Calton Datx is a serious candidate. Everything then depends on a commercial conversation, since nothing decisive can be settled from the website alone.
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