Azira and Adobe bring cross-border footfall attribution to Adobe DSP, live first in APAC

August 26, 2026 · ppc.land

A media buyer in Singapore can now run a programmatic campaign aimed at travellers and confirm that the people who saw it later walked into a shop in another country. Azira and Adobe made that measurement available inside Adobe Advertising DSP on August 25, 2026, live first in the Asia-Pacific market, using 22 measurement macros written into every pixel with no separate vendor tag required. The arrangement is structured through Adobe Global, which the companies describe as support for extending the capability to further markets, including the United States, though no dates or country sequencing have been disclosed.

Campaigns aimed at moving people across borders, such as a tourism board buying media in one country to produce arrivals in another, gain a measurement layer that ties a store visit back to creative, placement, audience segment, geography and time. That level of detail lets a buyer identify which specific element of a media plan produced the physical outcome. Azira frames tourism as the launch case and says the same pixel can extend to other verticals that drive foot traffic, pointing to education, retail and quick-service restaurants as examples, though it has not set a rollout order. A single pixel serving multiple verticals removes the repeated cost of adding a new vendor tag, consent flow and reconciliation process for each market or category it covers. The attribution window, dwell time threshold and match rates behind the APAC results remain undisclosed, which limits how defensible the numbers are until Adobe and Azira publish them.