The software identifies where motorists are regularly stuck in traffic and their driving speed for any hour of any day and allows advertisers to get maximum impact.

Interbest is the first company to take advantage of this.

Interbest director, Meindert van den Heuvel, says: “We think giving advertisers such up-to-date and accurate insights into the reach of their campaigns will bring us new opportunities. Never before could we give advertisers this level of accountability.”