The Weather Company is looking to tie its mobile ads to something concrete, or at least made of metaphorical bricks: a real-world store.

The company is partnering with Placed Attribution, a location analytics company, to help advertisers see the amount of people their mobile campaigns are sending to physical locations, freeing them from some of the attribution methods currently employed in online advertising.

“If we want marketers to spend their money on the Weather Company, we need a way to show them it’s effective,” said Weather Sr. VP monetization Alex Linde.

Continue reading at AdAge.com

Source: http://adage.com/article/digital/weather-company-sells-mobile-advertisers-store-visits/293578/?utm_source=Digital&utm_medium=feed&utm_campaign=Feed:+AdvertisingAge/Digital

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