PadSquad, the mobile software and ad tech firm, has just announced a strategic hosted service deal with predictive ad solutions provider, AdTheorent. As part of the agreement, PadSquad will use AdTheorent’s Barometric solution to track cross-environment and attribution data.
PadSquad to utilise Barometric solution
Barometric is an ad serving solution for mobile campaigns. It tracks digital media engagement and conversions across all environments and provides detailed campaign reporting. For each media environment, the solution assigns a different ID to the user. This makes it difficult to attribute behaviors and actions to a single user.
PadSquad deploys Barometric in order to overcome mobile attribution challenges to offer a more complete attribution for campaigns. This connects online and offline consumer action across all environments including mobile, web, app and desktop.
Andrew Augustine, VP Sales, PadSquad, says:
“Until now, due to the lack of tracking standardization, it has been very challenging to accurately measure post-impression activities across the mobile ecosystem. By adding Barometric’s capabilities to our already strong suite of proprietary, custom rich media ad products and our use of first party data for audience targeting, we will be able to provide our customers with a true end-to-end mobile solution. The ability to connect on and offline data back to a single user ID, and to provide advertisers with real-time data demonstrating ROI effectiveness for the mobile rich media ad units that we produce, is exactly what the industry needs.”
Last year, over $1tr retail sales were influenced by mobile phones, with the majority of them coming from in-store transactions, according to Forrester Research. Whilst mobile ad budgets are on the rise, demand for improved measurement features continues to grow.
Matt Fusco, VP of Barometric, adds:
“With the multitude of data sets and fragmented environments in digital advertising, cross-environment attribution has been a huge challenge for advertisers and Barometric is the platform that addresses these issues in a holistic way, connecting on and offline actions back to a single user ID. Barometric will enable PadSquad to have a comprehensive view of how all of their media affects engagements and purchases across all conversion environments.”