Retail media is booming—but so is the pressure to prove that ads don’t just generate clicks, they drive real-world outcomes.
As retailers build powerful advertising networks, they need attribution methods that go beyond on-site behavior to capture foot traffic, in-store conversions, and offline engagement. But retailers don’t just need more data—they need the right data to see when digital ads lead to real-world results. That’s where smarter identity resolution and spatial intelligence come in.
By linking IP addresses with Mobile Advertising Identifiers (MAIDs), and layering in location context, retail media networks can close the attribution loop—connecting digital ad exposure to real-world consumer actions and uncovering key steps in the buyer’s journey..
Why offline attribution is so hard to get right
Most retail media attribution focuses on what’s easy to measure: impressions, clicks, or online purchases. But for brands investing heavily in awareness and upper-funnel campaigns, this leaves a gap. What happens after a user sees an ad on their phone or connected TV? Did they visit a store? Make a purchase? Interact with another channel?
That’s the missing link—and traditional attribution models fall short in capturing it.
Connecting the dots with IP to MAID matching
Every digital device—from smartphones to smart TVs—connects through an IP address. Matchbook uses device-derived geolocation data to identify multiple devices within a specific location by linking the IP addresses they use to connect to the internet with associated Mobile Ad IDs (MAIDs), enriched with contextual geographic information. This allows retail media platforms to:
- Identify additional devices associated with a household or user exposed to an ad
- Track engagement across channels (e.g., from CTV to mobile)
- Tie MAIDs to store visit data and foot traffic, enabling accurate conversion measurement
What Matchbook looks like in the real world
A shopper sees a Connected TV ad for a limited-edition smartwatch while watching TV at home. Interested but not ready to buy, they continue with their day.
The next afternoon, while connected to public Wi-Fi at a café, they search online to compare prices and check store availability. A few days later, while out running errands, they visit a nearby store and make the purchase.
Using IP and MAID matching, the retail media network can connect these interactions—CTV exposure, mobile browsing from a different network, and the eventual in-store visit—providing clearer attribution and revealing critical steps in the buyer’s journey that can be replicated across future campaigns.
Enhancing attribution with Spatial Intelligence
Matchbook also leverages spatial indices like H3 and Geohash to pinpoint where devices are seen—not just at a ZIP code level, but down to neighborhood-sized cells. This helps retailers:
- Understand store visit patterns based on location clusters
- Target campaigns to high-conversion geographic zones
- Validate that in-store foot traffic follows digital exposure
For example, if a MAID frequently appears within an H3 cell surrounding a specific store shortly after ad exposure, it may indicate a potential visit. While not definitive on its own, this signal combined with other context like IP and MAID matching can strengthen confidence in campaign impact.
The attribution advantage for retail media networks
Smarter attribution isn’t just about proving value—it’s about amplifying it. By connecting offline behavior to online exposure, retail media networks can:
- Provide deeper insights to brand partners
- Justify premium ad pricing tied to in-store ROI
- Optimize future campaigns based on real-world outcomes
This isn’t theoretical—it’s measurable. With IP to MAID linkage and location intelligence, attribution becomes a strategic asset, not just a reporting feature.
Want to turn digital ads into in-store results?
Retailers already have access to rich first-party data. Matchbook helps you enhance it—so you can prove that your media network doesn’t just drive impressions. It drives foot traffic, sales, and brand growth.
Learn more about Matchbook and how it bridges the digital and physical worlds for smarter retail attribution.