Google already monitors your online shopping, but now it also
going to keep an eye on what you’re buying in real-world stores as part of its
latest effort to sell more digital advertising.
It will scan your offline transactions mostly done
through credit and debit card to help Google automatically share data with
merchants so that their digital ads translate into sales at a brick-and-mortar
store. Google believes the data will show a cause-and-effect relationship
between online ads and offline sales. If it works, that could help motivate merchants
to increase their digital marketing budgets.
The company is already being running the world’s biggest
online ad network, and generated $79 billion revenue last year. That puts it in
the best position to grab any additional marketing dollars spent on computers
and mobile devices. Google also have plans to launch the store-sales
Google is also launching numerous of other features that
are designed to help merchants to drive more traffic to their physical stores
and to gain a better understanding on how digital ads appearing across a
variety of devices are affecting their sales.
SMARTER AD TRACKING
Most of the new analytics twists draw upon Google’s inroads
in “machine learning” - a way of “training” computers to behave more like
humans _ to interpret the data. The search engine interface and Chrome web
browser of Google are a good source of data about people’s interests and online
activities that it can feed into machine-learning systems.
In the case of the store sales measure tool, Google’s
computers are trying to analyze about what people look at after clicking on an
online ad and then what they buy using their credit and debit cards.
Let’s take an example, when someone is searching for a
pair of running shorts online, clicked on an ad displayed from sporting goods
store but didn’t buy anything, the advertiser might conclude initially that they
had wasted money for ad. But Google says its new tool will now be able to tell
if the same person bought the shoes a few days later at one of the advertiser’s
Google says it has access to roughly 70 percent of US
credit and debit card transactions through partnerships with other companies
that track that data. That means Google is still unable to provide evidence for
every purchase made using plastic, and it is lacking to find a way of knowing
when people buy something with cash.
Google gives its users the option to limit the company’s
tracking and control what types of ads they are shown.
The users worry about losing their privacy for the
digital documents that Google has compiled on the more than one billion people
who use its search engine and other services, which includes Gmail, YouTube and
Android. Google allows its users to limit the company’s tracking and control
what types of ads they are shown.
According to Google, its computers can store identifying
data triggered by online clicks and match it with other identifying information
compiled by merchants and the issuers of credit and debit cards to figure out
when a digital ad contributes to an offline purchase.
As per Google, Shoppers identity isn’t disclosed, means
they aren’t identified by their names. And the company noted that it doesn’t
share any of its anonymized information with its advertisers; but, it targets
ads at individuals who fit demographic profiles sought by advertisers.