Viant And Factual Extend Partnership To Deliver People-Based Foot Traffic Attribution

Viant Launches Real-time Foot Traffic Attribution Report Powered by Factual’s Location Data

Viant, a Time Inc. people-based advertising technology company, announced a major enhancement to their partnership with Factual, the leading location data provider and longtime Viant partner. Through a direct integration, Viant customers will have access to real-time foot traffic measurement and industry leading reporting powered by Factual’s location data through the Viant Advertising Cloud.

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The partnership provides valuable in-store and location-based insights to support marketers across various industries such as retail, automotive and travel. Combining Factual’s sophisticated location data with Viant’s deterministic identity and device graph, targeting and measurement capabilities, the partnership provides advertisers with a complete picture of who is visiting a store and when, including insights into the devices and channels that are driving store visits, the DMAs and specific locations that have highest visitation, visits attributed to impressions and time lag from ad exposure to store visits. Advertisers can easily access these intuitive foot traffic attribution reports in real-time through Viant’s self-service Advertising Cloud platform, while Viant’s customer support team both aid in setup and work on the backend to ensure the data is processed efficiently in the UI.

“Brick and mortar still accounts for roughly 90% of total retail sales, and 70% of shoppers are looking for interaction in physical retail environments. It is critical for brand marketers to understand how their campaigns impact both foot traffic and in-store sales,” said Viant CMO, Jon Schulz. “Our ability to ingest and link Factual’s location data to our graph provides our clients with people-based insights on which customers are visiting which stores and when, enabling marketers to optimize campaigns in-flight, when it matters most.”

“Using Factual’s quality location data in combination with Viant’s Advertising Cloud, marketers will have access to detailed reports on in-store visitation that allow them to measure the true value of their media investments and gives them the visibility to understand and target their most valuable audiences,” said Ocean Fine, VP of Agencies & Strategic Partners at Factual.

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