Adobe, Azira Launch Cross-Border Footfall Measurement
The partnership is structured through Adobe Global, extending the capability across Adobe Advertising DSP’s global advertiser base.
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Azira, a global consumer insights platform, has announced an exclusive partnership with Adobe that brings international footfall attribution measurement to advertisers running programmatic campaigns through Adobe Advertising DSP.
The integration gives Advertising DSP advertisers a way to serve a campaign in one country and confirm the store visits it drove in another.
The partnership is structured through Adobe Global, extending the capability across Adobe Advertising DSP’s global advertiser base. Advertising DSP is used by some of the world’s largest travel, retail, and entertainment brands, giving the integration reach well beyond any single region.
The capability is live today in the APAC market, with structural support for expansion into additional markets, including the US, already in place.
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Ad impressions served through Adobe Advertising can now carry granular location reporting, giving advertisers visibility into exactly where their campaigns are driving foot traffic, down to the audience level. Azira’s integration builds 22 individual measurement macros into every pixel to make that possible.
While the integration launches with a use case in tourism, the capability is built to extend across any vertical that drives consumers to physical locations, including education, retail, and quick-service restaurants. Each new vertical follows the same model; no new pixel or vendor is required.
“This partnership solves a longstanding challenge for global advertisers: connecting a campaign in one market to the real-world visits it drives in another,” said Gladys Kong, CEO of Azira.
“By integrating Azira’s measurement capabilities directly into Adobe Advertising, we’re making cross-border attribution seamless and actionable, giving advertisers a clearer understanding of how their media investment drives real-world outcomes across markets.”
Phil Cowlishaw, Managing Director at Adobe Advertising, said, “Global advertisers are increasingly planning campaigns across borders, but their measurement tools haven’t always kept pace with that.”
“Bringing Azira’s attribution capability into our platform gives our customers seamless access to market-leading intelligence. It’s integrated into the DSP, available wherever they’re already running campaigns.”
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The integration is available now to Adobe Advertising partners, giving brands a direct path to activate cross-border measurement.
It positions Azira among a small number of providers offering cross-border footfall measurement inside a major DSP environment, a distinction that matters as advertisers increasingly expect the same accountability from physical media that they get from digital.
