Programmatic Advertisers Get Even More Precise Consumer Location Data With New Pact

The ways that marketers can measure whether digital campaigns drove store visits are growing — and getting more powerful.

Freckle IoT, which gleans mobile device proximity information from beacon data providers and directly through app and publisher partners, has struck a deal with five big platforms for programmatic ad sales that will let marketers track whether ad exposure boosted store traffic.

The platforms are Adelphic, AppNexusMediaMathThe Trade Desk and TubeMogul.

Adelphic already lets ad clients use attribution measurement tags from other location data tracking firms including Placed, NinthDecimal, PlaceIQFactualand Foursquare, according to Adelphic CEO Michael Collins. But because much of Freckle’s data is derived from beacons — physical location sensors installed throughout stores, malls and other public venues — the information can be very granular and possibly more reliable than other common sources, such as mobile apps’ ad calls, he said.