Even as the mobile ad industry has evolved, attribution struggles continue to plague digital marketers, with nearly a quarter (22 percent) naming it as the biggest marketing challenge, according to a new Integral Ad Science study — but expanded online-to-offline measurement offerings, from Retale’s ‘Store Traffic Guarantee‘ to Snapchat’s ‘Snap to Store,’ aim to help marketers close the loop.

“In terms of place-based attribution, we’re seeing more solutions in this area, like Snapchat rolling out its own version of online-to-offline measurement,” said Maria Pousa, CMO of Integral Ad Science.

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