Case Study: Billups achieves precise OOH ad-to-store visit attribution with SafeGraph Places

Billups OOH Ad Attribution Solution Powered By SafeGraph POI Data

Billups, an advertising technology company serving the out-of-home (OOH) and digital OOH marketplace, faced a core challenge: accurately measuring whether consumers exposed to outdoor ads actually visited nearby brick-and-mortar stores. To solve ad-to-store attribution, Billups partnered with SafeGraph and adopted SafeGraph Places POI data and precise geofence polygons to better map anonymized mobile GPS journeys to specific retail locations.

Using SafeGraph’s POI polygons and geofences, Billups improved the accuracy of detecting true store visits versus using centroids or street addresses, while benefiting from SafeGraph’s scale (nearly 5 million U.S. places) and monthly updates that eliminated heavy internal POI maintenance. SafeGraph enabled faster campaign onboarding, smarter placement recommendations based on nearby POIs, and measurable operational gains in visit attribution accuracy and efficiency—helping Billups turn OOH into performance-based media and plan deeper integrations like DSP targeting and large-POI insights.

Billups

Nicholas Wooten

Senior Vice President of Marketing & Innovation