By the end of 2016, annual digital ad spending will exceed $72 billion—representing over 36% of total ad spending in the market. While this number has grown exponentially, the ability to determine how effective advertising has been in driving customers to a desired location has not. This is a problem, considering that 90% of all purchases still take place in a physical store. Our industry has made great strides in solving viewability and fraud issues, but in-store attribution remains unresolved. However, I believe that by this time next year the majority of mobile campaigns will contain an attribution metric. Why? Demand for data and transparency.