Connecting ads to foot traffic has always been an elusive goal for marketers. However, DSP StackAdapt and location intelligence platform Adsquare are partnering to help them potentially crack the code with a new solution called StackAdapt Footfall Attribution.
Here’s how I understand the tech: Adsquare collects anonymous mobile location data from consenting users through SDK end-user location data linked to MAIDs. The company then processes this data, assigning scores to detected visits at specific points of interest, like stores or buildings. The system sends the MAIDs of visitors to the advertiser’s DSP of choice. The MAIDs are then matched against users who have been exposed to ad campaigns. This process, in theory, allows advertisers to measure how many people enter a specific area, shop, or building in a given time, and correlate it with their ad exposure.
StackAdapt Footfall Attribution is powered by Adsquare and offers attribution research capabilities. According to the companies, StackAdapt customers can “set up footfall studies by using custom radiuses and polygons, essentially enabling them to get precise about what they are tracking and fine-tune geographic parameters for best results.”
The tech is available in North America, EMEA, APAC, and LATAM.
Why This Matters:
With this partnership, StackAdapt advertisers will have more access to Adsquare’s data directly within StackAdapt, so they can better understand who is actually visiting a store after viewing an ad. “The partnership addresses advertisers’ needs for precise, real-time location tracking to measure the effectiveness of their digital advertising campaigns and the impact on driving in-store visits,” reads the release.
Experts React:
“By combining our cutting-edge location intelligence with StackAdapt’s platform, we’re setting a new standard for digital advertising effectiveness,” said Maria Botelho, VP Global Partnerships at Adsquare.
Yang Han, CTO at StackAdapt, added that the new offering lets advertisers “draw around areas of interest on a map and track visitation to those locations at any time throughout the campaign duration.” Basically, StackAdapt advertisers can monitor foot traffic in areas they specify. They have the flexibility to designate and define these areas as needed.
Our Take:
Trying to link online ads to in-store conversions is hard. There is no magic bullet here but if you can create a proxy, linking ad exposure to physical store visits, it helps advertisers better measure the effectiveness of their campaigns. That better data helps optimize spend. The partnership between StackAdapt and Adsquare builds on their relationship to give StackAdapt users more data depth and capabilities.
