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Cracking Attribution Across Dark Channels with IR Technology
As attribution gaps widen across OOH, CTV, and in-app environments, marketers are left without clear signals to guide spend. In this session, IRCODE founder Matty Beckerman introduces a new layer of infrastructure that connects real-world interaction to mobile experiences, enabling brands and platforms to activate content across surfaces they own. Includes a behind-the-scenes look at IRCODE’s Times Square interactive billboard and new white-label lens technology for advertisers and streamers.
Marketers are increasingly tasked with driving performance in environments that don’t offer direct attribution. This session explores what happens when mobile, OOH, CTV, and physical media stop functioning as disconnected channels and start behaving like one measurable system. IRCODE founder Matty Beckerman introduces a new IR-based interaction layer powering user-level insight and attribution across real-world media. He’ll preview the company’s white-label mobile lens technology, which gives brands, streamers, and platforms the ability to turn their owned environments into measurable publishing ecosystems. The session also features a behind-the-scenes look at IRCODE’s Times Square billboard launch with Branded Cities and a framework for how advertisers can bridge dark channels into addressable touchpoints.
Marketers are increasingly tasked with driving performance in environments that don’t offer direct attribution. This session explores what happens when mobile, OOH, CTV, and physical media stop functioning as disconnected channels and start behaving like one measurable system. IRCODE founder Matty Beckerman introduces a new IR-based interaction layer powering user-level insight and attribution across real-world media. He’ll preview the company’s white-label mobile lens technology, which gives brands, streamers, and platforms the ability to turn their owned environments into measurable publishing ecosystems. The session also features a behind-the-scenes look at IRCODE’s Times Square billboard launch with Branded Cities and a framework for how advertisers can bridge dark channels into addressable touchpoints.
Speakers
Key Takeaways
- Understand the attribution blind spot — why modern CTV, OOH, and in-store experiences fail to provide measurable, actionable data.
- Deploy mobile-native lens infrastructure — how IRCODE’s white-label solutions help brands, streamers, and platforms activate content across surfaces they own and control.
- Unify engagement across environments — ways to extend attribution and behavioral insight from screen to physical experience, within a single ecosystem.
- See it in action — a behind-the-scenes look at IRCODE’s interactive IR billboard launch with Branded Cities and what it signals for future media experiences.
- Build toward a publishable brand experience — how marketers can create their own real-time attribution layer using IR technology and deploy in minutes, no QR code required.
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