Ad network AdTheorent can now forecast if you’re likely to visit a physical store after seeing an ad

Advertising, attributes and attribution, as depicted on the AdTheorent web site Like anything that purports to tell the future, predictive analytics keeps discovering new uses. In marketing, it is used to predict such things as who will become a good customer, what kinds of emails will get the best responses, and more. This week, multi-platform ad network AdTheorent announced another use. Working with location analytics provider Placed, it is now offering predictive geo-targeting. In other words, the joint effort predicts which recipients of mobile or desktop ads are more likely to respond by visiting the nearby physical location of a retailer. Here’s how it works: Let’s say that for a given retailer’s ad campaign, AdTheorent serves ads to users it can anonymously identify as being likely to visit the retailer…


Link to Full Article: Ad network AdTheorent can now forecast if you’re likely to visit a physical store after seeing an ad