iHeartMedia adds Foursquare attribution for programmatic ad campaigns bought from Jelli

iHeartMedia announced a new partnership with ad tech company Jelli and Foursquare, a location-centric business tech operation, to launch a new attribution product for broadcast radio. This technology will offer improved campaign measurement and real-world attribution data to advertisers. The capability leverages the location platform from Foursquare to measure the impact of broadcast radio campaigns that are purchased from Jelli’s SpotPlan programmatic platform. Advertisers will be able to assess how effective their campaigns are at driving consumers to physical storefronts.

“iHeartMedia continues to reach more Americans than Google, Facebook and TV and the advertising community can now be taking further advantage of the scale and effectiveness of broadcast radio to build a brand, and drive awareness, engagement and sales,” said Brian Kaminsky, president of revenue and data operations for iHeartMedia. “This initiative with Foursquare and Jelli is the next evolution in the development of our platform, providing retailers and QSR’s the same measurement and accountability for broadcast radio, as Google is in search and Facebook is in social.”

“By leveraging Jelli’s API and pairing the real-time data provided by our supply-side platform, RadioSpot, with Foursquare’s location platform, iHeartMedia can provide advertisers with a new level of campaign intelligence and attribution,” Jelli Co-Founder and CEO Michael Dougherty said. “We are excited that Jelli’s platform is powering iHeartMedia and Foursquare’s partnership, delivering advertisers enhanced campaign and audience analytics and demonstrating the power of radio.”

“Our latest measurement innovations, driven by advancements in machine learning and rooted in our first-party data, is what sets Foursquare Attribution apart. We’re proud that iHeartMedia selected Foursquare as the company’s measurement partner, working in concert with Jelli’s API,” said Peter Krasniqi, Foursquare’s vice president of global enterprise and business development. “This is just the beginning of what we can do together. iHeartMedia is also committed to a test phase with our Pilgrim SDK, which will give them even stronger analytics on audiences and foot traffic trends.”

Anna Washenko