Online-to-offline (O2O) measurement and marketing isn’t new, but the ubiquity of mobile phones has massively expanded what marketers can do with it. With better location tracking and identity graphs, marketers now see the complete consumer journey and use better tools to judge the full impact of online (and increasingly traditional) media. These new O2O capabilities have enabled advertisers to refine goals, change creative and in some cases rethink their media mix.
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