Billups used SafeGraph POI data and geofences to improve out-of-home ad attribution by accurately linking ad exposures to store visits. Traditional methods struggled to pinpoint if consumers entered a specific store or nearby location. SafeGraph’s precise polygons and monthly updates allowed Billups to match GPS data to exact store footprints, improving visit detection and enabling smarter campaign measurement. This data also helps recommend ideal ad placements based on shopper behavior. Billups plans to integrate SafeGraph into its platform to rank inventory by POI proximity, further refining targeting and campaign performance.

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