Already a wide range of marketing providers and analytics companies are measuring offline actions or visits: xAd, NinthDecimal, PlaceIQ, Placed, YP, Acxiom, Marchex, SessionM, Belly, Google, Yext, Facebook and others. I recently had two unrelated conversations that caused me to think about whether display ad fraud, waste and other issues might combine with offline tracking to generate more interest in CPA or “outcome based” ad models.
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