Measuring the Previously Unmeasurable

Location signals derived from our mobile devices are the key to bringing traditional media measurement into the digital age. The industry has started to achieve that with in-store measurement, where the power of location has already proven to be an effective barometer for both desktop and mobile campaigns, as demonstrated by Placed, NinthDecimal, Factual and PlaceIQ, among others. Now, a similar application of location signals has the power to provide digital insights and audience optimization to offline media channels such as out-of-home (OOH) and terrestrial radio.

Source: Measuring the Previously Unmeasurable– AdExchanger