If you visited a fast food joint or designer clothing chain, PayPal wants to know. The company has linked up with mobile location tracking firm Placed to connect the ads served through the PayPal ad network to real-world store visits.

Placed has a panel of around 125,000 app users who agree to have their mobile location data tracked in exchange for gift cards, contest entries and other goodies. In addition to tracing their movements through actual GPS and wi-fi data, the company surveys users to validate that location information, asking them which shops or eateries they’ve visited. Did they go to McDonald’s or the Costco next door?

By inquiring specifically about business visits, and peppering a list of possible responses with intentionally false choices, Placed aims to validate location data that sometimes may be faulty. From there, the firm evaluates which consumer demographics under- or over-index for visiting particular businesses.

Continue reading at AdAge.com

Source: http://adage.com/article/digital/paypal-connect-mobile-ads-store-visits/292275/?utm_source=Digital&utm_medium=feed&utm_campaign=Feed:+AdvertisingAge/Digital

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