An Attribution Standard? IPG, Horizon, Digitas and Others Agree to Use One Firm
Posted in: Uncategorized
Location data firm Placed closed on deals with several media agencies recently, all of which have agreed to use its mobile measurement system as an attribution standard. Essence, Digitas, Horizon, Southwest Media Group, Crossmedia, and IPG Mediabrands are on board to use Placed’s mobile location data as the go-to gauge for determining the impact of mobile advertising on store shopping visits.
For IPG, a standard means of measuring in-store attribution could mean more mobile ad spend, said Chad Stoller, partner at IPG Media Lab. “The inventory isn’t keeping up with the pace of attention,” he said, noting that a common currency for proving attribution to clients should foster more confidence in mobile advertising among IPG clients.
Placed has a rapidly-growing panel of around 500,000 app users who agree to have their mobile location data tracked in exchange for gift cards, contest entries and premium app services; that’s up from around 175,000 in June 2014. The Seattle company gathers data on millions of locations each day from people who opt-in to its partner apps.
Post a Comment