Abstract: An offline transaction may be attributed to an online activity by receiving a request from a consumer device for a resource that comprises a vendor page. An online-referral source (by which the consumer device identified the vendor page) is determined, and a unique identifier, the online-referral source, and the vendor page are stored in a persistent record. A device-identifier association is created to associate the unique identifier with the consumer device. Subsequently, offline-transaction data is obtained, associating an online-communication address with an offline transaction involving the vendor and an individual or. When a second resource request is received from the consumer device, it is determined to be associated with the unique identifier, and further, that it is associated with the online-communication address and the offline transaction. The vendor is notified that the offline transaction is associated with the online-referral source.

Abstract: Computer systems, methods and media for optimizing an advertisement are provided. Creative elements for an ad campaign are received from an advertiser. In response to an ad call from a target device, device information, application information, and user information are accessed. Based on the accessed information and the creative elements of the dynamic creative, a customized ad is created that includes an optimized set of creative elements for the target device and the application such that the user gets an optimized user experience regardless of the target device presenting the ad.