Gimbal Adds Online-to-Offline Retail Traffic Attribution

Gimbal, which offers location-based advertising and marketing, has added cross-device attribution that correlates in-store visits with advertisements on desktop, tablet, and mobile devices. The new offering is based in part on the cross-device advertising business that Gimbal bought from Drawbridge in May. Gimbal tracks user locations through code embedded in apps that users download. It reads GPS for general location and in-store beacons for precise location.