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Orange 142 Releases Best Practices for Foot Traffic Attribution as Real-World Visits Rebound

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New guide reveals how today’s smartest marketers are turning digital ads into real-world results with next-gen attribution strategies

AUSTIN, Texas, May 15, 2025 /PRNewswire/ — Orange 142, a division of Direct Digital Holdings (NASDAQ: DRCT) and a leader in digital marketing for mid-market brands, today released a guide demystifying foot traffic attribution, a fast-evolving capability that helps marketers connect digital ad exposure to real-world store visits.

With foot traffic rebounding across categories like grocery and retail, understanding how marketing drives in-store behavior has become more critical than ever. An April report highlights a surge in consumer footfall, with Albertsons’ recent 6% increase in visits demonstrating the renewed value of physical retail spaces in a post-pandemic landscape.

“In an environment where every dollar of ad spend is scrutinized, foot traffic attribution gives marketers the confidence to link digital engagement to offline results,” said Lindsey Wilkes, SVP, Business Development at Orange 142. “This guide is designed to help brands future-proof their strategies by mastering both the challenges and opportunities of foot traffic measurement.”

Tackling Attribution Challenges Head-On
Despite its promise, foot traffic attribution is not without complexity. The guide explores key challenges, including fragmented device data, evolving privacy regulations like CCPA and GDPR, and the technical limitations of geofencing accuracy in busy retail zones such as malls or shared shopping centers.

Orange 142 emphasizes best practices in user consent, data minimization, anonymization, and cross-device transparency to ensure data collection remains compliant and customer-friendly. For example, rather than tracking individuals, marketers are encouraged to analyze aggregated trends that provide actionable insights without compromising privacy.

The Rise of AI, Wearables, and Smart Devices
Emerging technologies are unlocking new layers of insight. Orange 142’s guide explores how AI-powered models, connected cars, wearables, and smart home devices transform attribution accuracy. These tools go beyond smartphone-based tracking, offering richer, multi-touch insights into the modern consumer journey, from a smart speaker voice command to an eventual store visit.

In-store kiosks and Bluetooth beacons close the loop, capturing post-visit behaviors like product lookups, QR scans, or loyalty signups, turning store visits into measurable, optimizable conversion events.

Best Practices for Brands Ready to Act
The guide concludes with a detailed best practices section, offering actionable tips for SMBs and regional advertisers looking to implement foot traffic attribution effectively. Marketers are encouraged to:

Focus on localized campaigns with geofencing or DOOH adsUse time-sensitive offers to create clear attribution windowsChoose interactive ad formats like voice-activated prompts or mobile location-based adsEducate consumers about the value exchange of shared dataAvoid the “creepy factor” by prioritizing transparency, subtlety, and context.

To download the Foot Traffic Attribution eBook or explore additional Emerging Channels resources, visit: https://orange142.com/emerging-channels-hub

About Orange 142

Orange 142 is a digital marketing and advertising company with offices across the US. We service marketers and agencies. We are part of Direct Digital Holding, the ninth Black-owned company to go public.

We help marketers of all sizes grow their reach and revenue through data-driven media strategies. We also partner with agencies and execute campaigns on behalf of their clients.

Our team of experts deeply understands the digital landscape and the latest advertising and marketing technologies. We work closely with our clients to develop and execute custom advertising and marketing campaigns that meet specific goals.

We are committed to providing our clients with the highest service and transparency. Open communication and collaboration are essential to the success of every advertising and marketing initiative.

About Direct Digital Holdings

Direct Digital Holdings (Nasdaq: DRCT) combines cutting-edge sell-side and buy-side advertising solutions, providing data-driven digital media strategies that enhance reach and performance for brands, agencies, and publishers of all sizes. Our sell-side platform, Colossus SSP, offers curated access to premium, growth-oriented media properties throughout the digital ecosystem. On the buy-side, Orange 142 delivers customized, audience-focused digital marketing and advertising solutions that enable mid-market and enterprise companies to achieve measurable results across a range of platforms, including programmatic, search, social, CTV, and influencer marketing. With extensive expertise in high-growth sectors such as Travel & Tourism, Energy, Healthcare, and Financial Services, our teams deliver performance strategies that connect brands with their ideal audiences.

At Direct Digital Holdings, we prioritize personal relationships by humanizing technology, ensuring each client receives dedicated support and tailored digital marketing solutions regardless of company size. This empowers everyone to thrive by generating billions of monthly impressions across display, CTV, in-app, and emerging media channels through advanced targeting, comprehensive data insights, and cross-platform activation. DDH is “Digital advertising built for everyone.”

For more information, visit www.directdigitalholdings.com.

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SOURCE Direct Digital Holdings

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Tencent and Mastercard Sign MOU on Cross-Border Payment Interoperability and Agentic Payments

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Proposed collaboration spans QR acceptance for international visitors in the Chinese mainland, remittances into the Weixin/WeChat ecosystem and AI-enabled commerce

HONG KONG, Nov. 2, 2026 /PRNewswire/ — TenPay Global, Tencent’s cross-border payment platform, and Mastercard have signed a memorandum of understanding (MOU) to explore greater cross-border payment interoperability and new opportunities in agentic payments, the companies announced during Hong Kong FinTech Week 2026.

The proposed collaboration aims to make cross-border commerce more connected. For international visitors, that means more ways to pay using familiar digital wallets and issuer apps at QR-enabled merchants in the Chinese mainland. For merchants, it creates more opportunities to serve international customers.

More ways to pay for international visitors

The announcement comes as inbound travel to the Chinese mainland continues to grow, alongside international visitors’ payment needs. According to Mastercard data, inbound spending in the Chinese mainland grew 51.3% year over year in the 12 months to June this year. From January to August 2026, transactions made with international digital wallets via Weixin Pay in the Chinese mainland grew 81.8% in number and 80.6% in value year on year. With international travel and spending rising, payment interoperability can give visitors more ways to pay while helping merchants capture growing cross-border demand.

As part of the MOU, TenPay Global and Mastercard will combine their capabilities in payment processing, currency conversion, risk management and fraud prevention, to support a more seamless payment experience for international visitors and merchants. Both companies will also engage digital wallet providers, financial institutions and payment service providers to broaden participation in cross-border QR payments.

The proposed collaboration builds on Mastercard’s payment facilitation initiatives in the Chinese mainland and Mastercard Wallet Pay, a portfolio of solutions designed to support interoperability and innovation across digital wallets and card-based payments.

More accessible cross-border remittances

TenPay Global and Mastercard also plan to deepen their existing cross-border remittance collaboration through Mastercard Move, giving more overseas senders a convenient way to transfer money into the Weixin ecosystem. Mastercard Move brings together Mastercard’s global money movement capabilities, supporting transfers across more than 200 countries and territories and more than 150 currencies, with reach to nearly 17 billion endpoints and 95% of the world’s banked population.

TenPay Global and Mastercard will explore opportunities across payment interoperability, wallet innovation, cross-border payment infrastructure, security and fraud prevention, including how Mastercard’s value-added services could support future innovation within the broader Weixin/WeChat ecosystem.

Scaling AI-powered commerce with trust

Looking ahead, the collaboration will explore how the same principles of interoperability, trust and security can extend into agentic commerce, as AI agents reshape how consumers and businesses discover, decide and transact. This includes exploring solutions such as Mastercard Agent Pay, Mastercard Agent Connect and Virtual C-Suite to scale trusted AI-enabled commerce for both consumers and merchants.

About TenPay Global

TenPay Global is Tencent’s cross-border payment platform, comprising a network of licensed financial institutions under Tencent. By connecting the Weixin ecosystem, global payment partners, and international users and scenarios, TenPay Global provides end-to-end payment solutions for cross-border remittances, cross-border consumption, global collections and global acquiring. Backed by years of industry experience and a robust risk management framework, TenPay Global delivers world-class standards in system reliability, fund security, and regulatory compliance. Official website: TenPay Global

About Mastercard

Mastercard powers economies and empowers people in 200+ countries and territories worldwide. Together with our customers, we’re building a resilient economy where everyone can prosper. We support a wide range of digital payments choices, making transactions secure, simple, smart and accessible. Our technology and innovation, partnerships and networks combine to deliver a unique set of products and services that help people, businesses and governments realize their greatest potential.

View original content to download multimedia:https://www.prnewswire.com/apac/news-releases/tencent-and-mastercard-sign-mou-on-cross-border-payment-interoperability-and-agentic-payments-302926079.html

SOURCE Tenpay Global

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YeePay Explores New Approaches to Airline B2B Order Payments at IATA WFS & WPS 2026

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MACAU, Nov. 2, 2026 /PRNewswire/ — YeePay participated in the 2026 IATA WFS & WPS, held October 28–29 at the Galaxy International Convention Center .

At the event, YeePay showcased its Global Corporate Account and integrated aviation and travel distribution solutions, highlighting its capabilities in cross-border fund management and distribution channel growth.

At the IATA Payment Services Forum, Yu Chen, Co-Founder of YeePay, delivered a presentation titled “China’s Unique Airline B2B Order Payment Ecosystem.” His presentation addressed key industry challenges in the New Distribution Capability era, compared airline payment models across different global markets, and explored the wider potential of B2B order payments for the global aviation industry.

Yu Chen highlighted the significant costs associated with airline payments: “Annual payment costs across the global aviation industry amount to USD 22 billion, with transaction fees and operating expenses consuming nearly half of airlines’ profit per passenger.

By comparison, YeePay’s B2B account-based payment solution enables real-time processing at the individual order level, supported by complete transaction data and automated foreign exchange conversion.

The model allows transactions to be completed without requiring advance payments or delayed settlement, while supporting the entire order lifecycle, including payments, refunds, ticket changes, and ancillary services.

Developed through more than 20 years of experience serving the aviation and travel sector, YeePay’s B2B payment solution is designed to support the global airline distribution market, meeting the international collection and payout needs of airlines, online travel agencies (OTAs), and travel agents.

Backed by a service network covering more than 200 countries and regions and supporting over 100 currencies, it also supports real-time order payments, flexible settlement across multiple banks, regulatory compliance, risk management, improved cash flow, and distribution channel expansion.

The solution can be adapted for international airlines adopting NDC-based distribution models, particularly those looking to expand into markets with foreign exchange controls, offering significant potential for wider global adoption.

YeePay aims to export its proven B2B order payment capabilities worldwide. We partner with global low-cost carriers and full-service airlines to pursue collaborative innovation addressing industry pain points under the NDC new distribution and retail transformation, including cross-border settlement, order reconciliation and cost control. Our goal is to resolve long-standing challenges in global aviation B2B settlement, unlock global capital channels covering the Chinese distribution market, empower upstream airlines with transaction technology, and drive digital upgrading of the global travel ecosystem.”

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HIZENERGY Retains BloombergNEF Tier 1 Status Amid Tighter Q4 2026 Evaluation Criteria

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HEFEI, China, Nov. 2, 2026 /PRNewswire/ — HIZENERGY has once again secured its place on the BloombergNEF (BNEF) Energy Storage Tier 1 list for Q4 2026, as the benchmark rolled out a major methodology upgrade and significantly raised qualification thresholds for storage vendors globally.

Widely adopted by financial institutions, asset owners, EPC contractors and institutional investors worldwide, the BNEF Tier 1 assessment centres on bankability, independently verified operational track records, technical robustness and reliable cross-border delivery. This quarter’s stricter screening makes continuous Tier 1 recognition a stronger, more credible validation of vendor capability. HIZENERGY maintained its Tier 1 standing backed by a growing portfolio of third-party validated live projects, proven bankability credentials and a mature, regionally anchored global delivery network.

Focused on behind-the-meter commercial and industrial (C&I) energy storage, HIZENERGY’s flagship EnerBox series and liquid-cooled BESS platforms serve diversified end-use scenarios: manufacturing plants, industrial parks, rooftop PV sites, logistics depots, EV charging hubs, cold storage facilities and commercial buildings. The integrated systems support multiple value streams: peak shaving and demand charge reduction, wholesale energy arbitrage, maximised PV self-consumption, seamless off-grid backup for critical loads, voltage stabilisation and participation in demand response and ancillary service markets. Powered by our in-house developed PCS, we deliver customised solutions with site-specific management and enterprise-tailored strategies, unlocking layered revenue streams while helping clients defer costly grid upgrade investments.

Long-term operational reliability remains the core of our product design philosophy. Instead of chasing short-term market hype, HIZENERGY prioritises project certainty — the most critical requirement for asset owners and investors. Our standardised product lineup paired with localised on-site commissioning, after-sales and technical support delivers finance-ready, predictable storage assets built for decades of cycling.

Navigating ongoing price volatility and cyclical shifts across the energy storage sector, HIZENERGY continues to deploy field-proven, safety-certified C&I storage solutions and full-lifecycle delivery services for international partners. We collaborate closely with stakeholders across the globe to build a resilient, transparent and trustworthy C&I storage supply chain, accelerating distributed renewable adoption and flexible, secure power capacity for C&I users. For more information, visit us at https://en.hizenergy-ess.com/

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