Patricio Robles says, “As more and more ad dollars shift to mobile and more and more advertisers, including struggling retailers, seek to drive foot traffic to their brick-and-mortar locations, is the time right for a cost-per-visit ad model?

Location-based adtech firm xAd thinks so. xAd, which uses a proprietary platform to “[automate] geo-boundaries around key places and points of interest” and says it delivers ads to 500m users each month, recently announced a new pay-per-visit ad offering in the US that will allow advertisers to pay for ads only when they drive consumers through the doors of their stores.

According to the company, “This new model represents a major shift in accountability from the buyer to partner solution, bringing improved transparency and accountability to the advertising industry.

“With the advent of fake news and some of the industry’s most plaguing questions surrounding ‘the quality and efficacy of served impressions,’ xAd’s move toward a more advanced performance-based model takes the complexity out of having to navigate”.

Is cost-per-offline-visit the future of mobile advertising?

EConsultancy

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