Placed Attribution measures the locations of around 250,000 opted-in panellists, while Qualia allows marketers to target consumers based on real-time expressions of intent. By combining the two capabilities, Qualia claims that its clients can benefit from understanding the actions consumers take in the physical world after viewing a mobile ad.

“Traditional methods of targeting in digital advertising were, and still are, an approximation,” said Kathy Leake, CEO and co-founder of Qualia. “Here at Qualia, we know that where you reach a consumer in their intent path means everything.

“By combining Placed’s technology with our Intent Quality Decision Engine, we can prove the value of targeting audiences, based on their expressions of intent, and measure success vis-a-vis driving people into physical retail locations.”