Oath has begun to integrate in-store, point-of-sale retail data into online ad targeting, identifying customers' activities and building out device graphs to understand how online data influences in-store purchases.

Search marketers who have begun to tie in-store visits to search advertising and marketing now have a free tool that compares foot traffic in physical stores. Placed, acquired by Snap in June 2017, released the free tool Placed Insights to provide marketers metrics for store visits for nearly 2,000 businesses.