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, first time-stamped location data including a first plurality of the time-stamped locations;
• receiving, from the mobile location data aggregator, a first set of anonymized identifiers associated with mobile device users known to be within a first plurality of exposure zones associated with the first plurality of time-stamped locations 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 mobile device users known to be within the first plurality of exposure zones are included within a first exposed audience;
• receiving a first control set of anonymized identifiers associated with users known to have been within a first geo-fenced area but not within the first plurality of exposure zones, 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, first time-stamped location data including a first plurality of the time-stamped locations;
• receive, from the mobile location data aggregator, a first set of anonymized identifiers associated with mobile device users known to be within a first plurality of exposure zones associated with the first plurality of time-stamped locations 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 mobile device users known to be within the first plurality of exposure zones are included within a first exposed audience;
• receive a first control set of anonymized identifiers associated with users known to have been within a first geo-fenced area but not within the first plurality of exposure zones, 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.