Attribution system and method for moving out-of-home advertising

A method for attribution determination in a system including a plurality of vehicles having exteriors configured to convey messaging to occupants of other vehicles, the method comprising:

• receiving, at a vehicle tracking gateway, communication signals including information relating to time-stamped locations of the plurality of vehicles, the time-stamped locations corresponding to a plurality of exposure zones wherein the communication signals are provided by at least one of mobile devices disposed within the plurality of vehicles and communication devices integrated with the plurality of vehicles;
• providing, to an application programming interface (API) of a mobile location data aggregator from a first plurality of remote devices, first time-stamped location data including a first plurality of the time-stamped locations, wherein the first time-stamped location data is determined by a first GPS receiver associated with each of the first plurality of remote devices;
• determining that a travel speed for at least one of the first plurality of remote devices fall below a threshold based on the first time-stamped location data;
• receiving, from the mobile location data aggregator, a first set of anonymized identifiers associated with the first plurality of remote devices, where each of the first set of anonymized identifiers is associated with the first GPS receiver, wherein the first plurality of remote devices is determined to be within a first plurality of exposure zones associated with the first plurality of time-stamped locations, based on the first time-stamped location data, wherein each of the first plurality of exposure zones encompasses one of the first plurality of time-stamped locations and is of a first area associated with a first radius and wherein the first plurality of remote devices determined to be within the first plurality of exposure zones are included within a first exposed audience;
• in response to determining that the travel speed for the at least one of the first plurality of remote devices falls below a threshold, creating a first set of interpolated locations between at least a subset of the first plurality of time-stamped locations, wherein the first set of interpolated locations is based on a time lapse between one or more of the first plurality of time-stamped locations and the first exposed audience is within a first radius of one of the first set of interpolated locations;
• providing, to the API of the mobile location data aggregator, the first set of interpolated locations;
• receiving a first control set of anonymized identifiers associated with a control plurality of remote devices determined to be within a first geo-fenced area and excluded from the first plurality of exposure zones and the first set of interpolated locations based on control time-stamped location data received from a control GPS receiver associated with each of the control plurality of remote devices, the first control set of anonymized identifiers corresponding to a first control audience;
• compiling a first record of conversion events wherein the conversion events include a first set of conversion events performed by the first exposed audience with respect to the messaging conveyed by a first set of the plurality of vehicles and a second set of conversion events performed by the first control audience;
• and
• determining at least a first attribution metric based upon the first set of conversion events and the second set of conversion events.

An attribution computation platform for use in a system including a plurality of vehicles having exteriors configured to convey messaging to occupants of other vehicles, the attribution platform comprising:

• one or more processors;
• a communication interface;
• and
• a memory including instructions which, when executed by the one or more processors, cause the one or more processors to:
• receive communication signals including information relating to time-stamped locations of the plurality of vehicles, the time-stamped locations corresponding to a plurality of exposure zones wherein the communication signals are provided by at least one of mobile devices disposed within the plurality of vehicles and communication devices integrated with the plurality of vehicles;
• provide, to an application programming interface (API) of a mobile location data aggregator from a first plurality of remote devices, first time-stamped location data including a first plurality of the time-stamped locations, wherein the first time-stamped location data is determined by a first GPS receiver associated with each of the first plurality of remote devices;
• determine that a travel speed for at least one of the first plurality of remote devices fall below a threshold based on the first time-stamped location data;
• receive, from the mobile location data aggregator, a first set of anonymized identifiers associated with the first plurality of remote devices, wherein each of the first set of anonymized identifiers is associated with the first GPS receiver, wherein the first plurality of remote devices is determined to be within a first plurality of exposure zones associated with the first plurality of time-stamped locations, based on the first time-stamped location data, wherein each of the first plurality of exposure zones encompasses one of the first plurality of time-stamped locations and is of a first area associated with a first radius and wherein the first plurality of remote devices is determined to be within the first plurality of exposure zones are included within a first exposed audience;
• in response to determining that the travel speed for the at least one of the first plurality of remote devices falls below a threshold, create a first set of interpolated locations between at least a subset of the first plurality of time-stamped locations, wherein the first set of interpolated locations is based on a time lapse between one or more of the first plurality of time-stamped locations and the first exposed audience is within a first radius of one of the first set of interpolated locations;
• provide, to the API of the mobile location data aggregator, the first set of interpolated locations;
• receive a first control set of anonymized identifiers associated with a control plurality of remote devices determined to be within a first geo-fenced area and excluded from the first plurality of exposure zones and the first set of interpolated locations based on control time-stamped location data received from a control GPS receiver associated with each of the control plurality of remote devices, the first control set of anonymized identifiers corresponding to a first control audience;
• compile a first record of conversion events wherein the conversion events include a first set of conversion events performed by the first exposed audience with respect to the messaging conveyed by a first set of the plurality of vehicles and a second set of conversion events performed by the first control audience;
• and
• determining at least a first attribution metric based upon the first set of conversion events and the second set of conversion events.