[2][3] This indicates the continued significance of physical retail locations, particularly for industries like Consumer Packaged Goods (CPG), where many products require in-store purchase or consumption.
Additionally, much criticism has been made of the privacy impact of technologies in digital marketing that enable online to offline measurement.
For instance, the widespread use of SDKs, or Software Development Kits, readily enable location-based tracking of mobile phone users.
One online to offline grocer, Gorillas, grew from its primary market of Berlin by delivering 16M+ orders in less than 9 months, launching in 50+ global cities – including Amsterdam, London, Paris, Madrid, New York, Milan and Munich, and ultimately its US market expansion - and within 18 months of its founding, sold for $1.2 billion.
Online to offline is still a critical part of marketing measurement by large advertisers like brick-and-mortar retailers, car dealership networks, healthcare facilities, grocery retailers, and QSRs (Quick Service Restaurants), however measurement methodology is more reliant on presumptive, estimated, probabilistic models of attribution, often using Artificial Intelligence.