Drako now offers Foot Traffic Attribution at no extra cost for campaigns utilizing its custom or syndicated audiences across any demand-side platform (DSP). This benefit extends to campaigns overseen by Drako’s AdOps team as well.
Through their current DSPs, agencies and advertisers can access real-time visit data without incurring additional measurement fees in their media plans. Foot Traffic Attribution establishes a connection between devices exposed to ads and subsequent visits to physical locations, as tracked by a measurement provider.
How it Works
Widely used in drive-to-store campaigns across sectors like retail, dining, automotive, and tourism, Foot Traffic Attribution is often an add-on with a typical cost of around $0.50 CPM. However, its reporting only partially reflects actual physical visits.
The effectiveness of this metric varies depending on factors such as device reach, the geographic area defined around a location, and the duration of the attribution period. Drako considers Foot Traffic Attribution most valuable as a tool for real-time campaign adjustments, enabling media buyers to compare strategies and reallocate budgets while campaigns are active.
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Industry Impact
Stewart Sullivan, Drako’s CEO and Co-Founder, remarked, “Advertisers should not have to pay a second toll for a partial signal about the media they already bought. FTA has a real job: helping a trading team see what is working so they can move budget while a campaign is live.”
For post-campaign analysis, Drako provides geolift studies that compare exposed and control groups to gauge incremental effects. Additionally, it offers market share analysis to monitor visitation trends relative to competitors over time. According to Drako, these methods address different questions than attribution reporting.
Availability and Deployment
The complimentary Foot Traffic Attribution service can be implemented via a conversion pixel within an agency’s existing DSP. Direct platform integrations are also available in certain environments, as noted by Drako. Access is determined by the buyer’s engagement with the company, with agencies managing their own media able to utilize the service when deploying Drako’s custom or syndicated audiences.
Established in 2017, Drako identifies itself as a programmatic outcomes partner for agencies, advertisers, and advertising platforms. The updated offering is immediately accessible for qualifying campaigns, as stated by the company.