NEW YORK – PadSquad, a mobile software and advertising technology firm, announced a strategic hosted services agreement with AdTheorent, Inc., pursuant to which PadSquad will utilize AdTheorent’s Barometric® solution – the most advanced cross-environment tracking and attribution solution in market.
Closing the Cookie Gap: PadSquad Announces Implementation of Real-Time Mobile Attribution Powered by Barometric
Padsquad’s deployment of the Barometric solution will help PadSquad address pervasive mobile attribution challenges which, to date, have thwarted marketer efforts to obtain complete and accurate attribution data for their campaigns. Through this strategic relationship, PadSquad’s marketers will be able to connect online and offline consumer actions across all environments (such as mobile web, app, desktop, physical address, and in-store), matching them to corresponding user IDs.
Mobile’s influence on offline sales continues to grow. In 2015, more than $1 trillion of total retail sales were influenced by mobile phones, with most originating from in-store transactions, according to a report from Forrester Research. As mobile media advertising budgets continue to rise steadily, so will the demands from brands and agencies for more accountability from their advertising partners.
“Until now, due to the lack of tracking standardization, it has been very challenging to accurately measure post-impression activities across the mobile ecosystem. By adding Barometric’s capabilities to our already strong suite of proprietary, custom rich media ad products and our use of first party data for audience targeting, we will be able to provide our customers with a true end-to-end mobile solution. The ability to connect on and offline data back to a single user ID, and to provide advertisers with real-time data demonstrating ROI effectiveness for the mobile rich media ad units that we produce, is exactly what the industry needs,” says Andrew Augustine, VP Sales at PadSquad.
“With the multitude of data sets and fragmented environments in digital advertising, cross-environment attribution has been a huge challenge for advertisers and Barometric is the platform that addresses these issues in a holistic way, connecting on and offline actions back to a single user ID,” said Matt Fusco, VP of Barometric. “Barometric will enable PadSquad to have a comprehensive view of how all of their media affects engagements and purchases across all conversion environments.”
AdTheorent’s Barometric: A Cross-Environment Tracking and Attribution Solution
The Barometric solution was developed to solve a pervasive and fatal flaw of competing solutions: for each media environment, a different ID is assigned to the user, which makes it difficult to attribute behaviors and actions to a single user.
Barometric is the only solution capable of collecting the many different IDs across all environments (including mobile web, app, desktop, physical address, in-store and others) and matching them back to a single user, resulting in superior accuracy. All data is anonymized, safeguarding user privacy. Utilizing a proprietary ID bridging technology, Barometric’s multi-environment tracking methodology measures digital media engagement in real-time, allowing advertisers to understand how all digital media affects purchases across all conversion environments.
About PadSquad
Founded in 2012 and based in New York City, PadSquad is a mobile software company focused on the intersection of digital content and advertising on mobile devices. Our proprietary mobile publishing software combines high-end user experiences with a premium mobile advertising marketplace to deliver meaningful results—measured and proven with an extensive suite of analytics. To learn more about PadSquad, visit: www.PadSquad.com or follow us at @padsquadmedia.
