ComScore has teamed up with xAd, a location-based mobile ad network, in order to measure online and offline traffic and how online ads can contribute to both of them.
More specifically, comScore is looking at how mobile ad outreach can boost in-store visits. To do so, xAd launched a new tool called comScore Location Lift that mixes the technology of both companies to determines how ads impact foot traffic.
"We're excited to help advertisers close the loop between ad exposure and in-store conversions through this new partnership," comScore SVP of advertising Duncan Trigg said in a statement. "ComScore Location Lift in xAd will provide the cross-media comparable insights brands need to understand how they're reaching their target audiences across screens, and whether those impressions converted into actual physical store visits."
But what makes this difference than other ad-tracking products? Shashi Seth, chief product officer for xAd, said that this tracks both online and offline behavior.
"The real differentiation between us and everybody else is that for Facebook and Google, this is a checkbox that says, 'Hey we also track people into stores,'" Seth said in an interview with AdWeek. "But this is the core of what we do and I'm very proud to say we do it a scale and the scientific technology that is unprecedented."
While the focus at the moment is on mobile, they will eventually shift that focus toward cross-screen measurement, along with adding tools to track revenue. They also work with third parties to determine how effective these campaign ads are.