Contextual advertising company Seedtag said it has picked Foursquare to help it measure how effective campaign are at generating foot traffic and sales

Foursquare uses machine language to evaluate data it gets on the geographic location of consumers before and after they are exposed to ad campaigns.

The data is particularly useful for quick-service restaurants, retailers and package good makers who sell their products in brick-and-mortar stories.

Also Read: Seedtag Boosts CTV Capabilities With Acquisition of Beachfront Media

“We're thrilled to be partnering with Foursquare, providing our clients with the ability to measure in-store impact and the ROI of their ad spend," said Mike Villalobos, VP of Strategy, North America at Seedtag, said. “Our emphasis is on aligning Seedtag's performance with meaningful business metrics to enhance accuracy and optimize ad effectiveness. Working with Foursquare allows us to prove that our sophisticated, AI-powered targeting, creative and placement optimization tools do more to drive action than other metrics.”

“Foursquare is thrilled to have Seedtag join the network of hundreds of top ad-tech partners measuring and optimizing their media campaigns using Foursquare Attribution," added Michele Morelli, senior  VP of marketing and communications at Foursquare. 

TVSquared said its ADvantage platform is integrating location data from Foursquare in order to measure the impact of TV commercials on physical business outcomes including foot traffic and store visits.

The data covers linear, over-the-top and connected TV ads and brands get feedback on their campaign on a same-day basis.

Read Also: SpotX Integrates TVSquared To Measure Brand Lift, Sales

“From an advertiser’s perspective, measurable outcomes come in many shapes and sizes – from a website visit to an actual purchase,” said Bob Ivins, chief strategy officer at TVSquared. “As the world awakens from COVID-19 lockdowns, adding location data to our platform connects TV ad exposure data to actual foot traffic, supporting the attribution needs of brands with physical locations, including retailers, QSRs and auto dealers.”

One brand working with TVSquared is UntuckIt, the casual shirt company. 

“UntuckIt has a strong presence both online and in store, so if we are measuring outcomes we need to include both digital and offline activity,” said Alberto Corral, VP of marketing & business development at UntuckIt. “As the world begins to transition from lockdowns, connecting cross-platform TV ad spend to all outcomes is a high priority. We are eager to leverage the location data within TVSquared’s ADvantage platform.”

Read Also: TVSquared, Blockgraph Team Up on Cross-Channel Measurement

With same-day analytics, advertisers can see what campaign elements led to visits – by publisher, day of week, daypart, network, program, genre and creative – and which audience segments are driving outcomes. Advertisers can use those insights to inform mixes and make optimizations to maximize reach and frequency, unique reach, targeting and outcomes. 

“Understanding foot traffic patterns can give a complete picture of real-world consumer behavior,” said Glen Straub, VP of business development, Foursquare. “Foursquare is proud of its unrivaled data quality, and we are happy to know it will help advertisers connect TV ad spend with offline outcomes within the TVSquared platform.”