StackAdapt and Adsquare launch integrated Footfall Attribution solution
New partnership enables advertisers to track in-store visits after digital ad exposure, enhancing campaign optimization across global markets.
On September 10, 2024, StackAdapt, a multi-channel programmatic advertising platform, announced an enhanced partnership with Adsquare, a global leader in location intelligence-driven solutions. This collaboration introduces the StackAdapt Footfall Attribution solution, fully integrated and powered by Adsquare, which allows advertisers worldwide to measure customer visits to physical locations after viewing digital ads. The new feature is accessible directly within the StackAdapt platform.
The partnership addresses the growing need for precise, real-time location tracking to measure the effectiveness of digital advertising campaigns and their impact on driving in-store visits. This solution is now available to advertisers using the StackAdapt platform across EMEA, APAC, NORAM, and LATAM regions. It provides access to 100% opted-in, accurate SDK-derived location data from devices that have visited a location as a result of seeing an ad.
According to Yang Han, CTO at StackAdapt, the solution offers extreme flexibility by allowing users to precisely draw around areas of interest on a map and track visitation to those locations at any time throughout the campaign duration. Integrated reporting capabilities within the platform provide accurate data, enabling advertisers to measure ROI, gain deeper insights into customer behaviors, and optimize campaigns to maximize offline visits.
Maria Botelho, VP Global Partnerships at Adsquare, stated that the extension of their partnership represents a significant step forward in providing clients with actionable insights and greater flexibility in campaign optimization. The integration of Adsquare's visit data directly into the StackAdapt platform builds upon a long-standing partnership between the two companies.
Key features of the StackAdapt Footfall Attribution solution include:
- Custom Radius and Polygon Setup: Advertisers can set up footfall studies using custom radiuses and polygons, allowing for precise tracking and fine-tuning of geographic parameters.
- Real-time Tracking: The solution provides real-time location data, enabling advertisers to make timely adjustments to their campaigns.
- Global Availability: The feature is accessible to advertisers across multiple regions, including EMEA, APAC, NORAM, and LATAM.
- Integrated Reporting: Accurate data is provided through integrated reporting capabilities within the StackAdapt platform.
- Privacy Compliance: The solution uses 100% opted-in location data, ensuring compliance with data protection regulations.
The collaboration between StackAdapt and Adsquare aims to address the digital-to-physical attribution challenge that many advertisers face. By providing a tool that directly links digital ad exposure to in-store visits, the companies are offering a solution to a long-standing issue in the advertising industry.
StackAdapt, founded in an undisclosed year, is recognized as the #1 Demand-Side Platform (DSP) and a Top 100 Software Product on G2. The company specializes in various forms of digital advertising, including native, display, video, connected TV, audio, in-game, and digital out-of-home advertising. StackAdapt's platform utilizes machine learning and AI to enhance advertising campaign performance.
Adsquare, established in 2012, has built a reputation in the field of location intelligence. The company offers a range of solutions including Analytics, Activation, Measurement, and Attribution. These solutions can be used independently or in combination to support marketing efforts. Adsquare has gained the trust of 1,800 global brands and agencies and operates in 26 countries. The company is headquartered in Berlin, Germany, with offices in 9 locations worldwide.
The announcement of this enhanced partnership comes at a time when the advertising industry is increasingly focused on bridging the gap between digital advertising and physical store visits. As e-commerce continues to grow, brick-and-mortar retailers are seeking ways to attribute in-store traffic to their digital marketing efforts.
The StackAdapt Footfall Attribution solution is available immediately for advertisers using the StackAdapt platform. This immediate availability allows advertisers to start leveraging the new capabilities without delay, potentially impacting their current and upcoming campaign strategies.
Key facts
- Announcement date: September 10, 2024
- Companies involved: StackAdapt and Adsquare
- New product: StackAdapt Footfall Attribution solution
- Availability: Immediate
- Regions covered: EMEA, APAC, NORAM, LATAM
- Key feature: Custom radius and polygon setup for precise location tracking
- Data source: 100% opted-in SDK-derived location data
- StackAdapt founding year: Not specified in the announcement
- Adsquare founding year: 2012
- Adsquare's global reach: 1,800 brands and agencies, 26 countries
- Adsquare headquarters: Berlin, Germany