DRIVE TO TRUST
CESP partnered with Alliance Digitale to create the Drive-to-Trust certification, which certifies technology solutions offering geolocated segments and mobile-to-store activations.
CESP also audits solutions that measure the impact of Drive-to-Store campaigns. The audit process assesses the reliability of the methodology, compliance with industry standards and the transparency of the results.
Podcast interview – Loïc Chanussot, Associate Director in charge of the Retail offering at Dentsu, shares his day-to-day use of the Drive-to-Trust programme.
He explains how the certification helps him to select technology partners, validate the reliability of geolocation data and monitor campaign activation…
“Drive-to-Trust has helped regulate a high-potential market and has played a major role in framing innovation and effectiveness within it. It provides a safeguard for advertisers and agencies seeking to validate in-store performance measurement, while also helping technology players build trust and demonstrate the value of their solutions.”
Nicolas Carigliano, Managing Director – Zenith
Certifications
On october 1st 2026, 3 solutions of Alliance Digitale were certified under the Drive-to-Trust programme following the 25th wave of controls:
Kairos Fire and Smart Traffik solutions for measuring the performance of Drive to Store campaigns were audited by CESP in 2024.
Smart Traffik : download the press release
Kairos Fire : download the press release
2 Drive-to-Trust certificates
Drive-to-Store mobile solutions can now apply for one or both of the available certificates : Right People and Right Place.
Right People
The « Right People » certificate validates the quality of the data and inventories of solutions that offer and qualify audience segments based on geolocation data.
Right Place
The « Right Place » certificate concerns solutions that serve local and geolocated advertising campaigns and certifies that the geographic targeting were correctly carried out during the advertising campaign.
Certification is awarded quarterly based on ongoing controls. The criteria monitored and the process for awarding the Right People and Right Place certifications are detailed in the certification framework.
The audit of Drive-to-Store campaign performance measurement solutions is conducted at the request of measurement companies.
A new wave of certification is underway
Application deadline for wave 26
October 12th, 2026
Publication of certified solutions
Right People & Right Place
January 14th, 2027
4 major media agencies testify
4 major media agencies, members of the Mobile Marketing Association France and CESP, have co-constructed the certification framework, with the ambition of bringing clarity, transparency and consequently confidence to these solutions. Publicis, GroupM, UM of IPG Mediabrands and Dentsu testify :