Pathformance and Reveal Form Strategic Partnership to Connect Out-of-Home Ad Exposure

Pathformance, a leading data-driven measurement and consumer activation platform for consumer packaged goods (CPG) brands and agencies, has announced a strategic partnership with Reveal, a premier provider of out-of-home (OOH) attribution measurement. The integration blends Pathformance’s sales-lift analytics with Reveal’s privacy-compliant OOH exposure methodology, allowing enterprise marketers to bridge the gap between physical ad exposure, in-store foot traffic, and verified SKU-level purchase data.

For brand marketers and media agencies managing campaigns across retail sectors, proving return on ad spend (ROAS) has historically been limited by fragmented data trapped within disconnected systems. This measurement bottleneck is particularly severe for multi-SKU brands operating within major national retailers.

To resolve this complexity, Pathformance leverages its proprietary PathX platform, which delivers weekly-refreshed, SKU- and geo-level performance analytics across retail locations, marketing campaigns, and specific media tactics. Through this collaboration, the capability will be exposed to the OOH advertising sector by embedding Reveal’s foot traffic attribution engine, which quantifies real-world store visits generated by billboard and digital out-of-home campaigns.

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“Marketers don’t just want impressions; they want to know if their spending moved people to act. With this integration, we can now connect ad exposure directly to foot traffic and purchase data, so our clients walk away from every campaign knowing exactly what their media dollars delivered” Said  Elizabeth Johnson, CEO of Pathformance

Streamlining Omnichannel Data Tracking into a Unified Workflow

The integrated solution unifies three critical metrics into a single, automated reporting stream: campaign deployment records, location-based audience visit data, and point-of-sale (POS) transaction histories. Advertisers running multi-channel campaigns through Pathformance can now query Reveal‘s foot traffic intelligence to establish pre-campaign performance baselines, track live physical store visits during active ad flights, and output post-campaign attribution reports that measure true physical conversions.

Reveal’s methodology crosses OOH ad exposure data with a continuously updated points-of-interest database tracking retail and CPG venues. Rather than outputting basic impression estimations, the resulting intelligence dashboards yield visit-lift comparisons, competitive conquesting metrics, and return-visit frequency charts-all cross-validated and proven via Pathformance’s verified point-of-sale and stock-keeping-unit data.

“Marketers want to know what’s working and what’s driving sales,” said Randy Kilgore, Chief Revenue Officer of Reveal. “Together with Pathformance, we’re giving brands a powerful way to measure how out-of-home advertising translates into incremental product sales.”

Delivering Granular Performance Metrics to Modern Advertisers

The technical partnership provides distinct strategic advantages for CPG brands and their agency networks:

• End-to-End Attribution Management: Linking digital and out-of-home media impressions directly to verified brick-and-mortar visits and incremental sales lift in one unified dashboard.
• Pre-Campaign Market Intelligence: Utilizing historical foot traffic baselines to establish accurate key performance indicators (KPIs) and identify regional competitive conquesting opportunities prior to launch.
• Privacy-First Location Intelligence: Relying on Reveal’s advanced GPS-based methodology to anonymize and aggregate consumer movement patterns, ensuring absolute alignment with modern global data privacy frameworks.
• Hyper-Local SKU-Level Visibility: Accessing weekly performance data through PathX at individual store, regional, and product levels to enable real-time campaign optimization.
• Standardized Experimental Controls: Utilizing a rigorous difference-in-difference methodology alongside valid control groups to ensure measurement consistency across distinct campaigns, retail chains, and promotional tactics.

The global solution is available immediately to all enterprise clients. By combining the historical depth of point-of-sale data with immediate location intelligence, Pathformance and Reveal empower brands to transition OOH advertising from an unmeasurable top-of-funnel play into a fully accountable, performance-driven growth channel.