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Mobile-phone advertising enables marketers to reach customers at a personallevel and it enables the measure of costumers reaction by novel approaches, inreal time, and at scale. By keeping a device anonymous, we can deliver customadverts and we can check when the device owner will visit a specificmortar-and-brick location. This is the first step in a sale. By measuringvisits and sales, the original marketers can determine their return onadvertising and they can prove the efficacy of the marketing investments. Weturn our attention to the measure of lift: we define it as the visitacceleration during the campaign flight with respect to a controlled baseline.We present a theoretical description; we describe a general and a simplifiedapproach in composing the exposed and the control baseline; we develop twodifferent vertical approaches with different comparable solutions; finally, wepresent how to carry the experiments and the measures for a few dozenscampaigns; these campaigns range from hundred thousands devices and counting afew hundred visits to a handful locations, to sixty million devices andcounting million visits to thousands locations. We care about experiments atscale.

Digital Advertising: the Measure of Mobile Visits Lifts