Orange 142, a division of Direct Digital Holdings, has unveiled a new guide aimed at clarifying foot traffic attribution, a cutting-edge capability that links digital ad exposure to actual store visits. As consumer foot traffic experiences a resurgence, especially in sectors like grocery and retail, the guide underscores the importance of understanding how marketing influences in-store behavior. Orange 142's insights emphasize transparency, subtlety, and context in data sharing to enhance consumer trust. The guide offers best practices for marketers, including the use of localized campaigns, interactive ad formats, and time-sensitive offers. Additionally, it highlights the role of emerging technologies such as AI, wearables, and smart devices in providing deeper insights into the consumer journey.