Stay marketing-savvy and tech-savvy. Get the latest in martech by subscribing to MarTech Today.
Freckle launches store visits attribution tag supported by 5 major DSPs
The platform-agnostic tag deterministically measures when mobile ad views drive store visits.
Beacon and mobile ad technology company Freckle IoT has launched an in-store Attribution Tag that has been adopted by five major demand-side platforms (DSPs). The tag, supported by AppNexus, Adelphic, TubeMogul, MediaMath and The Trade Desk at launch, ties in-store visits back to mobile advertising campaigns.
With the Freckle SDK active in thousands of mobile applications, Freckle says it is able to determine when a person who has seen an in-app ad visits a location, how often they visit it and how long they spend there. The tracking at the store level is powered via beacons or sensors.
As third-party fraud detection and audience and viewability verification services have evolved from the growth of programmatic, Freckle sees its agnostic Attribution Tag as fulfilling a similar need on the attribution end for in-store visits.
Neil Sweeney, president and CEO of Freckle IoT, said in a statement:
“It is a foregone conclusion that soon no mobile campaign will be executed without an Attribution Tag — similarly to how today the majority of campaigns include a third party viewability metric. We are excited to work with the entire ecosystem to improve the overall transparency and effectiveness of advertising by providing the next iteration of measurement.”
Facebook and Google, among others, also offer online-to-offline attribution, but Sweeney, who previously founded Juice Mobile, says Freckle’s Attribution Tag is the first to provide first-party offline attribution and the first to do so independent from the platforms and parties involved in media trading.