Mobile Marketers Are Starting to Only Charge Brands for Ads That Drive Foot Traffic to Stores

XAd claims it can forecast consumers’ whereabouts

Four screens mounted to the walls of xAd’s headquarters in New York’s One World Trade Center flip through the location-based advertising player’s 100 million mapped stores and locations, constantly refreshing to show brands where smartphone-toting consumers are currently looking at advertisements on their devices. Troves of data are displayed and mapped out in real time in one room, while the company collects data that’s used for ad targeting in the background.