Spotify, TGI Fridays Enlist Foursquare For Machine Learning-Powered Measurement AdExchanger

Spotify and TGI Fridays are hooking up with Foursquare as a preferred measurement partner. Solid measurement is what seals the deal with marketers, said Brian Berner, head of US sales at Spotify. "Many of our [brand] partners have a brick-and-mortar presence, so we've seen increased demand for measurement that showcases how our ad platform connects to consumer behavior in the real world," he said. The partnership with Foursquare, announced Thursday, is part of Spotify's effort to help advertisers understand how their ad spend is driving results by making a "connection between our streaming intelligence and offline behavior," Berner said. To meet that industry-wide need, Foursquare has improved attribution with machine learning.