MEmob+ Stretch (cross-channel attribution, audience matching and enrichment)

by MEmob+

AI Application

Low Confidence

Stretch is MEmob+'s proprietary cross-channel attribution and audience-intelligence platform. A lightweight 'Stretch Tag' embedded in ad creatives records impressions and clicks on Meta, TikTok, Snapchat, Google DV360 and other channels; Stretch then matches audiences across platforms to measure duplication, incremental reach and frequency, links ad exposure to real-world visits to points of interest (including competitors' locations) using mobility data, enriches matched audiences from the 'MEmob+ Data Lake' ('3B real-world data touchpoints') with behavioral, app-usage, brand-affinity, demographic and interest attributes, and lets customers activate audiences for retargeting, suppression and lookalike modelling. Reports can include age, gender, nationality, home and work location, psychographics and technographics. MEmob+ says it uses AI and machine learning; the Stretch page itself describes probabilistic audience matching, enrichment and lookalike modelling rather than naming a model, so the 'AI' character is inferred and the terms say its models are statistical and predictive and may be inaccurate. Rated high: it tracks individuals' devices and movements at scale through pseudonymous identifiers (Mobile Advertising IDs, cookies, IP) with cross-device and household linking and location accurate to within a few meters, draws on third-party data aggregators and 'billions of device IDs' whose consent provenance is not evidenced, and infers sensitive-adjacent attributes such as nationality and home location. The vendor's privacy claims conflict with its own functionality: the Stretch page says it analyses only 'aggregated and anonymised' data and exposes no personal information, while its End User Privacy Policy describes profile creation, cross-device linking and exact location, and also says it performs no profiling; the Terms contemplate device-ID exports. Protection against sensitive-location targeting is largely contractual (customers indemnify), consent is collected by customers and publishers rather than MEmob+, and no trust center, SOC 2 or ISO 27001 was found, only vendor-cited E-Privacy Seal and IAB TCF participation. The list of data partners, the main privacy policy and the contact page could not be loaded. The rating could be lowered if the data sources and consent evidence are shown to be sound and only aggregated, non-identifiable outputs are delivered.