MONTREAL, Sept. 10, 2026 (GLOBE NEWSWIRE) -- Drako, a programmatic outcomes partner, today announced that it is making Foot Traffic Attribution (FTA) available at no additional charge on campaigns using its custom or syndicated audiences in any DSP. FTA will also be included with campaigns managed by Drako’s AdOps team, offering a practical tool for optimizing drive-to-store campaigns without adding another measurement fee to the media plan.
Foot Traffic Attribution connects devices exposed to advertising with subsequent visits that a measurement provider can observe at physical locations. It has become a common component of retail, restaurant, automotive, tourism, and other drive-to-store campaigns.
Yet while online conversion tracking is generally treated as a basic campaign utility, FTA is frequently sold as a paid add-on, often at approximately $0.50 CPM. The resulting reports also reflect only a portion of real-world visits, depending on factors such as the provider’s device coverage, the boundaries drawn around each location, and the length of the attribution window.
Drako believes that makes FTA most useful as an in-flight optimization tool. It can help media buyers compare campaign tactics, identify stronger-performing approaches, and redirect budget while a campaign is still active. Questions about whether a campaign generated incremental visits or changed consumer behavior require different measurement methodologies.
“Advertisers should not have to pay a second toll for a partial signal about the media they already bought,” said Stewart Sullivan, CEO and Co-Founder of Drako. “FTA has a real job: helping a trading team see what is working so they can move budget while a campaign is live. Questions about changed behavior and incremental visits require a different methodology. We are making FTA free because basic optimization belongs in the campaign workflow. Premium measurement fees should be reserved for insight that creates incremental value.”
For post-campaign evaluation, Drako offers geolift studies that compare exposed and control groups to estimate incremental impact. Its market share analysis examines changes in visitation relative to competitors over time. Treating these tools as distinct allows advertisers to match each measurement method to the question it is equipped to answer, rather than relying on one attribution number as a complete account of campaign performance.
Drako’s free FTA offering can be implemented through an agency’s existing DSP using a conversion pixel, with direct platform integrations available in certain environments. Agencies that manage their own media can access the offering when they activate Drako custom or syndicated audiences, while managed-service clients receive FTA as part of Drako’s campaign execution.
The offering is available immediately for eligible campaigns. Agencies, advertisers, and platform partners can contact Drako through its website or their existing Drako representative for more information.
About Drako
Drako is a Montreal-based programmatic outcomes partner that helps agencies, advertisers, and advertising platforms plan, activate, and measure campaigns with greater transparency. Founded in 2017, the company combines proprietary audience data, hands-on campaign management, and real-world measurement tools, including foot traffic attribution, geolift, and market share lift analyses. Drako helps clients build more precise audiences, understand what campaign results can actually show, and make more accountable media decisions.
For more information, visit https://www.drakomediagroup.com/
Contact:
Andrew Krepow, andrew@broadsheetcomms.com
