AdTheorent Bases Ad Pricing on Incremental Store Visits

One major use for location data is measuring the impact of online advertising by connecting it with subsequent retail store visits. Placed Attribution does exactly that. AdTheorent has just taken the logical next of using the Placed Attribution data as the basis for a “cost per incremental visit” ad pricing model that charges based on estimating not merely many store visitors saw an ad, but how many would (or wouldn’t) have visited without the ad. They base their estimates on a map of 600 million devices mapped to 90 million U.S. households and scads of data about each household.