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Google is launching a new “Store Visits” metric in AdWords, designed to use your customers’ location to determine whether they’ve visited your stores, restaurants, and hotels after clicking on an ad.

“…most mobile research leads to a purchase, just not on the smartphone.”

“In a March 2014 survey conducted by Nielsen for xAd and Telmetrics, between 70% and 80% of US smartphone or tablet users said they had completed or would soon complete a purchase related to their smartphone search. The study also found that more than 40% of consumers considered a smartphone or tablet their most important media resource for a purchase decision.”

MoPub offers a comprehensive platform that monetizes ad space on mobile platforms and social media, while providing real-time bidding for prime advertising slots and times. In 2013, the company was purchased by Twitter for $350 millio

Despite the silence from Facebook on the matter, the company has made moves in the past that would indicate at least a desire to further its reach in the mobile advertising market. Last year, Facebook released Audience Network, which is meant to build out its infrastructure and enable advertisers to run Facebook ads on third-party mobile phones. Another such program is Atlas, which tracks users anonymously and provides feedback to advertisers. Facebook has also taken out a patent on a program that would enable advertisers to target only the most “influential” people on social media. Theoretically, these programs would be stitched together as part of any MoPub-like system.

Using YP’s capabilities, Dunkin’ Donuts was able to, through the use of geofencing, deliver ads to mobile users who were nearby a competitive coffee shop or c-store or a Dunkin’ Donuts.

The campaign also identified mobile users who had visited a competitive coffee shop or c-store in the past 30 days.

Once users clicked on the banner ad, they had the opportunity to take that coupon and walk into a Dunkin’ Donuts and redeem the coupon. Or, they could save the coupon to their phone to redeem at a later date.