S4M partners with Factual to track ad engagement against footfall

David Murphy

Mobile programmatic tech firm S4M has announced a partnership with location data provider Factual to integrate its location data in S4M’s FUSIO platform for clients worldwide.

FUSIO clients will be able to access Factual’s measurement offering, which enables advertisers to optimize against foot traffic during campaigns and derive post-campaign conversion and lift metrics for attribution. This will enable brands to understand how shoppers at various retail locations interacted with their mobile marketing campaigns, by measuring in-store footfall and ad engagement on a daily basis.

The partnership will also enable advertisers to access Factual's Geopulse Audience targeting solution within the FUSIO DSP, enabling them to reach highly customized audience segments based on real-world consumer behaviour.

Factual’s location data includes more than 100m local businesses and points of interest worldwide, and is now fully integrated into S4M’s mobile-first DSP. Brands have the flexibility to reach and target location-based audience categories and chains such as hotels, sports venues, and restaurants directly from the FUSIO DSP in self-service. These features will be fully available for clients via S4M’s platform from 16 October.

“Mobile is the only channel that can help brands bridge their online and offline marketing efforts,” said S4M CEO, Christophe Collet. “This partnership will give our clients a sophisticated level of location-based audience targeting capability, as well as live insights into their campaigns and [help them] optimise budgets accordingl. Instead of extracting campaign learnings after the fact, advertisers can ensure their drive-to-store mobile campaigns are always successful and contribute to their overall business objectives.”