Mobile ad tech company S4M has linked up with Tapad, a digital identity resolution firm, to expand its multichannel drive-to-store offering for clients by providing a holistic view of anonymous customer journeys across digital devices.

The Tapad Graph, which is said to provide a privacy-safe digital identity solution, has been integrated into S4M’s drive-to-store solution to provide an omnichannel view of the consumer journey. This aims to enable marketers to optimise experiences for audiences across multiple devices and channels.

“Advertising metrics should no longer be separated across the digital and physical worlds,” said Christophe Collet, CEO of S4M. “Our clients can now fully benefit from insights on their customer behaviours both online and offline to better manage their media investments and optimise in the best performing channels.”

Tom Rolph, VP of EMEA at Tapad, added: “We are very excited to partner with S4M as they expand into the digital cross-device landscape. There is no doubt that there is a large market demand for better multi-channel attribution, and we are proud to be their partners by offering our pioneering digital identity resolution solutions that help solve marketers’ evolving needs.”