CEO Letter: Continued Independence, Investment, and Innovation

To Our Customers, Partners, and the Industry:

 

In June, Placed agreed to join Snap to establish the de facto standard in offline measurement for the next decade.  Prior to the announcement, Placed had established itself as the leader in location-based attribution with over $500MM in media measured in the past 12 months across thousands of campaigns and hundreds of partners.  Placed achieved this level of success without selling a single ad, and instead focused on delivering one of the best-in-class attribution solutions for advertisers and publishers in a manner that is truly independent of media.

 

Post-close, both companies are committed to maintaining Placed’s position as an unbiased and independent leader in connecting ads to store visits.  To reinforce Placed’s commitment to operating independently:

 

  • Placed will operate independently of Snap, maintaining its brand and continuing to deliver offline attribution to 500+ advertisers and agencies
  • Placed will continue to add new advertisers and partners to its client list
  • Placed employees will operate separately from Snap employees
  • Placed will continue to maintain its own offices, separate from Snap offices
  • Placed’s production infrastructure will operate separately from Snap’s production infrastructure
  • Placed will treat Snap in the same manner as the 300+ partners who utilize Placed Attribution and Placed will not share advertiser or partner data with Snap

In the first full month following the close of the acquisition (August), Placed experienced record growth.  When comparing the month prior to the announcement (May) and the month following close (August), Placed experienced:

 

  • 20.1% increase in impressions measured
  • 13.1% increase in advertisers measured
  • 19.2% increase in publishers, networks, and platforms

The adoption rates over the last three months are near all-time highs, which further quantifies Placed as a leading source for offline attribution.  We are humbled by the demand that we’re seeing in the market, and the trust that 55 new publishers, networks, and platforms have put into Placed as the unbiased and independent source of truth when it comes to store visits attributable to media.

 

Adoption metrics alone don’t showcase the success that Placed has seen in the market. Since the news in June:

 

  • Placed plans to increase investment in product significantly going into Q4.  This includes a 400%+ increase in investment in TV
  • Placed released a white paper highlighting the issues associated with exchange based location data, where 99% of the locations aren’t able to determine store visits
  • STX and Horizon used Placed to measure the impact of digital and TV on the release of Bad Moms
  • RetailMeNot utilized Placed Attribution to independently measure the impact of paid search on retail store visits

Snap’s acquisition of Placed was not designed as a roll-up, but rather as an investment in cementing Placed as the default platform for measuring the physical world.  Placed aspires to be the location platform for the next decade throughout the world.

 

If you have any questions or concerns about Placed measurement, please do not hesitate in reaching out to me directly at david@placed.com.

 

Sincerely,

 

 

 

 

David Shim

Founder and CEO

 

Placed joining Snap Inc!

Placed is excited to announce today that we are joining the Snap Inc. team!

 

Over the past 12 months, Placed has measured more than $500 million in media spend to store visits, across thousands of campaigns and hundreds of partners, cementing Placed as the leader in location-based attribution.

 

By partnering with Snap, we will do even more. Still working independently, Placed’s goal continues to be the adoption of a common yardstick that can measure the offline effectiveness of advertising across multiple platforms and publishers.

 

Together, we believe we can drive much better results for advertisers and publishers.

 

David Shim

Google Tag Manager Adds Support for Placed

Placed is proud to announce that our tag template is now certified for use in Google Tag Manager (GTM). Leveraging the scale and convenience of GTM, enabling Placed Attribution just got a whole lot easier! We’re excited to be working with Google to make attribution accessible to thousands of brands and advertisers using GTM.

 

For those of you who are new to GTM, it’s a tool that generates a single piece of code (container) that you add to your website or mobile app. From there, you can add tags and set firing conditions dynamically from the GTM dashboard without any code changes. It’s simple, fast and easy to test. See this handy guide from the GTM team for more information on getting started.

 

If you already use GTM for site/app analytics, here’s how you can integrate seamlessly with Placed…

 

1. Select a Container
From within Google Tag Manager, navigate to the Workspace tab. In the upper left, select a container from the drop down.

selectcontainers

2. Add a Tag
Click Tags in the lefthand toolbar. Then select New. Give your new tag a descriptive name, such as Placed Attribution.

newtag

Click the empty Tag Configuration panel and select Placed from the Choose tag type dropdown.

selectplaced

3. Enter Information
Fill out the tag template with information related to your tag. Click the icon to the right of the text box to add macros or enter your own.

enterinformation

4. Set a Trigger Event
Click within the empty Triggering box to add a trigger event. In this case we want the tag to fire on all pages. The Segment will pass the page path, so we’ll be able to measure store visitation for each page individually.

trigger

5. Save Your Tag and Publish
Save the tag. Click Publish (upper right) and your changes will automatically be reflected across properties running the container!

published

New Partners Across Programmatic, Location, and Networks

 

Placed is excited to announce the addition of seven new partners utilizing Placed Attribution, ad to store visit, and Placed Targeting, location based audience segments.  These partners join the over 70+ advertisers, agencies, networks, platforms, and publishers using Placed to measure in-store visitation and advanced location based targeting.

 

With the addition of these new partners, Placed and its partners deliver to brands and agencies a single currency to measure store visits, available across the largest network of partners crossing programmatic, publishers, ad networks, apps, and video.

 

The industry has spoken, and they have chosen Placed as the attribution solution that delivers on scale, accuracy, consumer privacy, and is completely independent of ad sales.  By delivering a solution that is trusted by media buyers and sellers, as well as consumers, Placed Attribution is the industry standard metric for measuring store visits.

 

These new partners continue Placed’s momentum across media buyers and sellers:

 

Placed Attribution Overview

 

Placed Accelerates Push into Programmatic Attribution

DataXu, RUN, and The Trade Desk join Adelphic and StrikeAd as previously announced DSPs integrated with Placed. With the addition of these partners, Placed firmly establishes itself as the standard currency to measure the impact of programmatic advertising to store visits.

 

New network partners integrating Placed include Drawbridge, TapJoy, and Vistar Media. These partners will also have access to Placed Targeting, which enables advertisers to reach audience segments utilizing location.

 

Read the Full Announcement:  Placed Standardizes In-Store Attribution and Location Targeting Across Programmatic and Network Advertising Partners

 

Preview Placed Growing List of Partners:  Placed Partner List

 

Placed News – See What Others Are Saying About Placed:

 

Placed Collaborating with PayPal Media Network for Attribution and Targeting

Placed is excited to share that PayPal Media Network is one of our newest collaborators, leveraging both Placed Attribution and Placed Targeting. PayPal Media Network’s scale and years of experience in mobile location based advertising, combined with Placed’s industry leading in store attribution and targeting solutions will add tremendous value for advertisers and media agencies.

 

By selecting Placed Attribution to measure in store visitation, PayPal Media Network will enable advertisers to see beyond the click to quantify campaign results by measuring consumer actions offline. Advertisers benefit from:

 

  • An Independent Solution for Store Attribution
  • Actual In-Store Visits and Accurate Lift Metrics
  • Audience Insights
  • No Technical Implementation

Placed Targeting expands upon traditional place location based targeting, allowing PayPal’s advertisers to use physical location to target consumer behaviors. By identifying the locations that target audiences are more likely to visit, enabling PayPal Media Network to expand a campaign’s reach and performance.

 

To learn more about the collaboration, simply reach out to your PayPal Media Network contact, visit the PayPal Media Network site at http://advertising.paypal.com, or contact Placed at sales@placed.com.

 

Thinknear and Placed Partner to Bring Third-Party In-Store Attribution to Advertisers

Thinknear is the latest to join a growing list of partners adopting Placed Attribution as the standard for measuring the offline impact of mobile ads.

 

The recently announced partnership leverages Placed Attribution, which measures over 125 million locations per day from the world’s largest opt-in location panel, to quantify the correlation between mobile ad exposure and brick-and-mortar visitation for Thinknear clients.

 

“In many ways, we’re offering the Holy Grail of mobile attribution with this partnership,” explains Thinknear General Manager, Eli Portnoy. “By connecting mobile ads to in-store visits, we can help advertisers close the attribution gap and understand how their ad spend is paying off.” 

 

David Shim, Placed CEO and Founder, commented:

 

“Thinknear’s partnership with Placed highlights the importance of independent third-party attribution to connect mobile ad exposure to real-world action. By separating media from attribution, Thinknear provides a solution that is free of any conflict of interest, making the end beneficiary the advertiser.”

 

Placed Attribution provides metrics such as visit lift, projected store visits, demographics, and geographic insights to give advertisers the information they need to validate and optimize their mobile ad spend.

 

To learn more about using Placed Attribution to measure the offline impact of your mobile ads, contact us at attribution@placed.com

Placed Selected by Millennial Media to Measure Impact of Mobile Ads on Retail Traffic

How effective are mobile ads?  Placed and Millennial Media are working together to help answer the industry’s $8.5 billion dollar question through a new partnership.

 

Powered in part by Placed Attribution, Millennial Media introduced its new Omni Channel Measurement Suite, which is designed to evaluate and demonstrate the effectiveness of mobile campaigns across a variety of important areas. Placed Attribution is a key part of the new solution, delivering insight into the impact of mobile ads on driving in-store retail visits.

 

According to Placed Founder and CEO David Shim, “The product we’re working on with Millennial Media allows advertisers to track conversions beyond the mobile device itself, and extend measurement into the physical world.”

 

With more than 90% of retail transactions taking place in the physical world, understanding the offline effect of mobile ads is arguably more important for a marketer’s bottom line than CTRs and other on-device metrics; especially for those brands with a brick-and-mortar presence.

 

 

 

Placed Attribution’s programmatic approach to measurement provides advertisers and agencies with consistent metrics to know if ad exposed audiences turned into in-aisle shoppers, with metrics such as Store Visits, Lift, and Demographic Features.

 

Millennial Media is the latest company to join a growing list of partners, which includes xAd and Verve, that are leveraging Placed Attribution to bring improved location intelligence to today’s burgeoning mobile advertising economy.

 

Check out the full announcement here.

 

Visit our website to learn more about Placed Attribution or contact us at info@placed.com with questions.

Location-Based Mobile Ad Campaigns Will Never be the Same

Location is the most powerful element of mobile advertising, yet it has also been the most underutilized for three main reasons:

 

1)     Limited ability to scale campaigns that reach the right audience

2)     Lack of transparency into the offline impact of campaigns

3)     Sparse, inaccurate location data

 

These three pain points are what we set out to solve with the launch of Placed Targeting and Placed Attribution, the latest additions to our growing suite of location solutions, which includes our flagship Placed Insights service.

 

Finding Scale Beyond the Fence

 

This week we introduced Placed Targeting, the first solution to bring a place-based lookalike model to the mobile advertising industry, enabling marketers to reach their consumers wherever they might be in the physical world. No longer limited by the standard geo-fence, advertisers can now expand campaigns to reach the right audiences at scale and at the right point in their decision-making process.

 

Campaign results from early adopters are more than promising. Brands across retail, food & beverage and entertainment categories experienced double-digit gains in CTR, conversion rates, and targetable inventory when enabling Placed Targeting vs. standard geo-fencing.

 

 

 

 

Placed joined forces with Verve as its official launch partner for Targeting; the first of a growing number of networks and publishers offering this new solution to their clients.

 

Measuring Conversions Beyond the Mobile Device

 

In addition to Placed Targeting, we recently brought to market Placed Attribution, giving advertisers a programmatic way to measure the impact of mobile ads on in-store visits. This new class of metrics finally answers one of mobile advertising’s most troublesome points: How do I close the loop between mobile ad dollars and offline behavior?

 

Providing actionable metrics like Store Visits, Lift, and Audience Features, Placed Attribution gives marketers the hard data to evaluate the true impact of their mobile campaigns delivered in a turnkey, sophisticated solution – say goodbye to biased brand survey studies and low accuracy impression-based methods.

 

Placed teamed up with launch partner xAd, as the first of an expanding list of partners to offer Placed Attribution to any client aiming to drive in-store traffic from their mobile campaigns.

 

 

Location Beyond Latitude and Longitude

 

Supporting all these exciting, new solutions is the world’s largest opt-in location panel and our commitment to delivering the most accurate and robust location data available in the market. Continuously measuring the movements of more than 100,000 opt-in smartphone consumers, without the bias of check-in or survey data, we’ve mastered the art of privacy-forward, direct location measurement.

In total, Placed has measured more than 20 billion location points, mapping the connections between people, places and locations. These connections are what take location beyond an isolated latitude/longitude point to instead create a comprehensive and actionable story of consumers’ offline behaviors, weaved together by billions of location signals.

 

 

 

 

Placed Targeting and Attribution are already being used by some of the nation’s largest retailers, restaurants and brands. We’re looking forward to sharing the results of these campaigns in the near future and providing updates on our growing list of industry partners.

 

If you’re ready to get started with Placed Targeting, Attribution or Insights, or want to learn more about these location solutions, send us an email: info@placed.com