Locala is now the first SaaS platform for mobile to measure in-store visit attribution for mobile campaigns worldwide.
Locala, a leading mobile programmatic technology company, announced today a partnership with location data provider Factual to integrate its location data in Locala’s FUSIO platform for clients worldwide.
FUSIO clients will be able to access Factual’s measurement offering, which enables advertisers to optimize against foot traffic during campaigns and derive post campaign conversion and lift metrics for attribution. Brands will now be able to understand how shoppers at various retail locations interacted with their mobile marketing campaigns, by measuring in-store footfall and ad engagement on a daily basis.
“Mobile is the only channel that can help brands bridge their online and offline marketing efforts – this partnership will give our clients a sophisticated level of location based audience targeting capability as well as live insights into their campaigns and optimise budgets accordingly,” explains Christophe Collet, CEO of Locala. “Instead of extracting campaign learnings after the fact, advertisers can ensure their drive-to-store mobile campaigns are always successful and contribute to their overall business objectives.”
The partnership will also enable advertisers to access Factual’s Geopulse Audience targeting solution within the FUSIO DSP, empowering them to reach highly customized audience segments based on real-world consumer behaviour. Factual’s location data, including more than 100 million local businesses and points of interest worldwide, is now fully integrated into Locala’s mobile-first DSP. Brands have the flexibility to reach and target location-based audience categories and chains such as hotels, sports venues, and restaurants directly from the FUSIO DSP in self-service. These features will be fully available for clients via Locala’s platform on October 16th, 2017.
“Factual’s location data is neutral and accessible, and continually validated against rigorous criteria,” said Mandeep Mason, managing director of Europe, Factual. “As advertisers invest increasing budgets into location-based mobile marketing, they need to ensure they’re receiving access to high-quality and transparent targeting, optimization and measurement capabilities, which this partnership will aim to provide.”