Ad Costs May Vary for Fast Food and Retailers for xAd’s Location Data Model


In the past couple years, advertisers have looked to location data firms such as Placed, NinthDecimal and Arrivalist to verify whether people visited their stores, restaurants or auto dealerships. Today, digital ad firm xAd went another step by introducing an ad payment model that charges advertisers only if people showed up in a business location. Applebee's and The Home Depot are the first to try the new ad model, and several advertisers will launch cost-per-visit campaigns in the coming weeks, according to xAd CEO Dipanshu Sharma. "I'm excited to see that there's a data point suggesting that marketers are really focused on place visit and focused enough on it to warrant a new cost model," said the founder of a location data firm who asked to remain anonymous. Continue reading at AdAge.com

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