Locately

Early-stage pioneer in mobile location-based foot traffic attribution for digital advertising measurement

Locately was a Boston-based location intelligence and foot traffic attribution platform founded to help brands and advertisers understand how digital advertising drove real-world consumer behavior. The company leveraged mobile device location data to track consumer movements and connect online ad exposures to offline store visits, providing a critical measurement layer for campaigns running across mobile and digital channels. Its technology was particularly valuable in an era when proving the ROI of digital advertising beyond clicks and impressions was a major industry challenge. The company developed proprietary methodologies for collecting and analyzing GPS and location signals from opted-in mobile users, enabling it to build panels and attribution models that could quantify foot traffic lift attributable to specific ad campaigns. This made Locately a notable early player in the offline attribution and location analytics space, competing with other emerging firms focused on bridging the digital-to-physical measurement gap. Locately was acquired by SMG (Survey Sampling Group / Sampling Media Group), a research and data firm, which recognized the strategic value of Locately's mobile location panel and attribution capabilities. Following the acquisition, Locately's technology and team were absorbed into SMG's broader research and analytics offerings, and the Locately brand did not continue as a distinct standalone entity. The acquisition reflected the growing demand for location-based measurement solutions in the early mobile advertising ecosystem.