Azira & Adobe launch cross-border footfall tracking

Azira has entered an exclusive partnership with Adobe, adding cross-border footfall measurement for advertisers using Adobe Advertising DSP.

The partnership lets advertisers run a programmatic campaign in one country and measure whether it led to in-person visits in another. The service is already live in Asia-Pacific, with support in place to expand to other markets, including the United States.

Cross-border attribution has been difficult to track, particularly in sectors such as travel, retail and entertainment, where marketing activity in one market may influence visits elsewhere. The integration is intended to address that gap by linking ad exposure with location-based visit data across national boundaries.

Adobe Advertising DSP advertisers can access Azira's measurement tools directly within the platform. The setup is structured through Adobe Global, extending the service across Adobe Advertising's international advertiser base rather than limiting it to a single market.

Ad impressions delivered through Adobe Advertising can now include detailed location reporting, allowing advertisers to see where campaigns are driving store or venue visits at audience level. To support that reporting, Azira has built 22 measurement macros into each pixel used in the integration.

The initial use case focuses on tourism, where marketers often promote destinations in one country to travellers in another. The same model can also be applied to other sectors that depend on visits to physical sites, including education, retail and quick-service restaurants, without the need for a new pixel or a separate vendor.

The launch reflects a broader push by advertisers to measure offline outcomes with the same precision they expect from digital media. Footfall attribution has become more important as brands seek proof that media spending is leading to visits to shops, venues and other locations.

Pasadena-based Azira focuses on consumer and location intelligence. It operates globally and works with large volumes of location signals to provide analytics and marketing tools.

Adobe Advertising is part of Adobe's broader customer experience software portfolio and is used by large brands across multiple sectors. By integrating Azira's tools into its demand-side platform, Adobe is adding a measurement feature that could appeal to multinational advertisers running campaigns across regions.

Gladys Kong, Chief Executive Officer of Azira, said the partnership addresses a longstanding challenge for global advertisers.

"This partnership solves a longstanding challenge for global advertisers: connecting a campaign in one market to the real-world visits it drives in another," Kong said.

Phil Cowlishaw, Managing Director of Adobe Advertising, said the move reflects how media planning has evolved for international brands.

"Global advertisers are increasingly planning campaigns across borders, but their measurement tools haven't always kept pace with that," Cowlishaw said. "Bringing Azira's attribution capability into our platform gives our customers seamless access to market-leading intelligence. It's integrated into the DSP, available wherever they're already running campaigns."