Location-based ad-targeting firm Placed on Wednesday announced partnerships with Digitas, Horizon, IPG Mediabrands, Crossmedia, Essence and Southwest Media Group.
The U.S. media agencies will use Placed’s attribution product to measure the in-store impact that digital ad campaigns have.
Brett Leary, VP and group director of mobile at DigitasLBi, said in a statement that the partnership will allow Digitas to “better link consumer behaviors between the physical and digital world.”
“The ability to directly measure a store visit, attribute it to media, and intersect that with surveys to garner attitudinal insights provides an immediate benefit to our clients,” stated Lee Beale, director at Crossmedia.
IPG took a minority stake in Placed last September.