NEWS23 June 2016

ComScore and xAd partner on retail measurement

Innovations News North America Retail

US — Media measurement company comScore and location intelligence provider xAd have formed a partnership to link mobile campaign delivery to in-store visitation. 

Phone shop crop

ComScore Location Lift in xAd uses comScore’s campaign validation and lift methodology alongside xAd’s Blueprints technology.

This is intended to enable advertisers to measure the reach and frequency of their mobile campaigns and understand how campaign delivery influences store visitation, based on foot traffic into stores. 

"Accurate measurement tools are essential in helping brands understand how advertising impacts sales, particularly in the relatively new and fast-growing sector of location-based advertising," said Shashi Seth, chief product officer at xAd.

"xAd’s goal is to help bring people to a better place through location intelligence — in this case, by finally providing marketers with a reliable store visitation metric. Collaborations like this one will help establish a new standard for offline measurement while helping to deliver more accurate and timely ROI metrics to advertisers and publishers alike, validated by the leading online measurement company in the world."

The solution will initially be available globally for mobile campaigns through xAd, and will be available for desktop and television through comScore in the future.