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ComScore and xAd (a location-based mobile ad network) are beginning to measure how effective xAd's mobile campaigns are for driving in-store visits.
Today, the companies introduced a new tool called comScore Location Lift in xAd, which combines comScore's campaign validation and methodology with xAd's technology to let advertisers measure reach and frequency to see how campaigns affect foot traffic.
"We're excited to help advertisers close the loop between ad exposure and in-store conversions through this new partnership," comScore svp of advertising Duncan Trigg said in a statement.