4INFO’s 2016 Plan: Focus On Cross-Screen Retail Ad Attribution

by GeoMarketing

As 4INFO – which records about 10 billion ad requests daily – sets its focus on expanding the value of location data beyond store visits and proximity to determining whether an ad led to a sale being made at a brick-and-mortar business, two alliances made in the latter half of 2015 will shape the year ahead.

One part of CEO Tim Jenkins’ plans entail building on November’s deal with in-store shopping tracker Kantar Shopcom and why SKU-level ad reporting is so crucial; the second involves alliances with cable companies on top of the arrangements it struck with Dish Network and DirecTV to tie mobile ads to other media to measure true cross-screen marketing programs. [ READ MORE ]