Programmatic Mobile Display Advertising – Footfall Attribution – not possible in Europe due to the GDPR – or is it?

With Footfall Attribution technology it’s possible to determine if – consumers exposed to your ad/banner – have actually traveled to your physical shopping location (whatever this location may be). There is a problem, however. The new legislation (applicable in Europe) called the GDPR – forbids Footfall Attribution tracking when using installed Software Development Kits (SDK’s) – which, until now, has been the only viable methodology. Or is it?

Footfall attrition image for artcle 6888Targetoo is considered a frontrunner regarding Demand Side Platforms and Programmatic Mobile Display Advertising in general. Due to the significant demand regarding Footfall Attribution technology, Targetoo has developed its own solution to determine Footfall Attribution (without using SDK’s).

Footfall refers to the volume of consumers or visitors to a store or shopping mall measured against time, such as per hour, day, week, etc.

Footfall Attrition Technology focuses on daily activities

The technology/methodology Targetoo provides, relies on a simple day to day activity. Being; how likely is it that you (or the consumers you are trying to reach) use their phone while they are in a store. For example, while strolling through the aisles, or when waiting in the line (for payment). As it turns out, it’s very likely you or a consumer visits/access’ the internet while being in a store!

Let’s take a step back. Only in-app traffic is able to communicate GPS coordinates within an ad request. Meaning; only if you or a consumer opens an app (that allows advertising*) the location of that device can be acted upon (for example in the form of serving an a(n) ad/banner).

Footfall Attrition Compliance with Europe’s GDPR

Footfall Attribution – when relying on installed SDK’s – doesn’t need an ad to be served in order to forward the location of the device in question. This is one of the reasons that Footfall Attribution – when relying on installed SDK’s – is not compliant with Europe’s* GDPR. Which in its turn, makes marketing agencies and brands look for alternatives.

Essentially, the use of an SDK to determine a location of a device – is not GDPR compliant – because it forwards the location of a device, without – in most cases – the owner of the phone is aware of this. You could say it lacks a clear and honest ‘Optin’ permission; granted by a consumer/phone owner. The methodology that Targetoo offers, is based on a clear Optin. Why is this the case?

What is footfall image for article 56765765765GDPR Compliance Possible with Consumers’ Approval

When you download an application (for example a news app), you are asked whether the app can ‘forward your location for advertising purposes’. Only when a consumer approves this, Targetoo (or any DSP) is in the clear regarding the GDPR. While an installed SDK (which can track a location of a device ALL THE TIME) does not uphold an Optin mechanism and usually is active/installed without a consumers/phone-owner knowing.

Let’s get back to the solution that Targetoo provides. You can ask yourself; how likely is it that you will open an app while being in – let’s say – a big supermarket or shopping mall. The outcome of a study – performed by an independent research agency, suggest that it’s very likely someone will access the internet while being in a physical shopping location.

Although the outcomes of different research-scenarios differ, the overall conclusion is that the chance of somebody visiting/using the internet while being in a store is over 50% – possibly more. So how does the Footfall Attribution technology of Targetoo work?

How does the Technology Work?

Pretty simple as it turns out. Targetoo runs/serves an ad/banner for a certain brand (which has physical locations/shops) – let’s say – nationwide. Then, Targetoo set-ups Geo-Fences* on/above the exact locations of shops. Then it’s simply a matter of waiting. Meaning; if a phone that has been exposed to your ad/banner (national campaign) – goes to a shop and visits/uses the internet – Footfall Attribution can be determined! And the good thing? This approach actually works very well!

  • About 80% of today’s apps allow advertisement in them.
  • It is excepted that other countries/continents will get similar legislation in effect – all to protect the consumers’ privacy.
  • A Geo-Fence is a circle that can be placed ‘on/above’’ a specific location. When a consumer – residing in that circle – uses the internet, an ad/banner can be served.
  • When relying on the inventory of over 60 exchanges.


Articles you may like: