What Happened
Continuing the hot trend of ad-tech companies introducing offline attribution measurement for digital ads, online audience measurement firm comScore and location-based mobile ad network operator xAd are teaming up to introduce comScore Location Lift in xAd. Combining comScore’s campaign data with xAd’s mobile ad network, the new product allows advertisers to measure reach and track how their online campaigns affect foot traffic. The companies also plan to add cross-screen measurement and tools for tracking revenue later this year.
What Brands Need To Do
In this month alone, major social platforms including Facebook, Pinterest, and Snapchat have all forged partnerships with ad-tech companies for tracking offline attribution. So it makes perfect sense for comScore and xAd to come onboard and offer a great tool for brands with physical stores to gain some valuable insights on how their online campaigns are impacting store visits and use the learnings to inform future campaigns.
Source: AdWeek