Drako, a programmatic outcomes partner, announced that it is making Foot Traffic Attribution (FTA) available at no additional charge on campaigns using its custom or syndicated audiences in any DSP.

FTA will also be included with campaigns managed by Drako’s AdOps team, offering a practical tool for optimizing drive-to-store campaigns without adding another measurement fee to the media plan.

Foot Traffic Attribution for Campaign Optimization
Foot Traffic Attribution connects devices exposed to advertising with subsequent visits that a measurement provider can observe at physical locations.

It has become a common component of retail, restaurant, automotive, tourism, and other drive-to-store campaigns.

While online conversion tracking is generally treated as a basic campaign utility, FTA is frequently sold as a paid add-on, often at approximately $0.50 CPM.

ABM Insights: Onetag Appoints Peter Wallace as CRO to Accelerate Global Growth

The resulting reports also reflect only a portion of real-world visits, depending on factors such as:

The provider’s device coverage.
The boundaries drawn around each location.
The length of the attribution window.
Drako believes these limitations make FTA most useful as an in-flight optimization tool.

It can help media buyers:

Compare campaign tactics.
Identify stronger-performing approaches.
Redirect budget while a campaign is still active.
Questions about whether a campaign generated incremental visits or changed consumer behavior require different measurement methodologies.