Still, a study has shown that a customer can be identified with as few as three anonymous credit card transactions.
As with most Google products these days, it’s turned to machine learning to improve the intelligence it can provide advertisers about consumer behavior online and offline.
A new feature, born out of partnerships between Google and credit and debit card companies, links in-store purchases to your online identity, CNN reports.
In the battle between consumer privacy and online advertisers, it should come as little surprise that tech companies continuing to push the envelop as ad-tracking technology gets more sophisticated.
But, in the future, advertisers will be able to use the data to measure the effectiveness of their online ads. “With Google Attribution, we’ll help you understand how all of your marketing efforts work together and deliver the insights you need to make them work better”.
Google’s online ad network generated $79 billion in revenue previous year.
That puts it in the best position to capture any additional marketing dollars spent on computers and mobile devices.
You can be excused if you have missed the live stream of the Innovations Keynote at “Google Marketing Next” for 2017 in San Francisco given that it was close to midnight over here in Asia.
Jerry Dischler, VP of product management for AdWords, claimed that a test of such a service drove almost 1 million claims that late a year ago, such a service drove almost 1 million hungry viewers from their couch (or mobile phone) to visit Wendy’s. “Neither gets to the see the encrypted data that the other side brings”. This all comes off as a little creepy, but Google is adamant that it’s not creepy at all.
In the coming months, we’ll be rolling out store sales measurement at the device and campaign levels. Earlier this year, some advertisers pulled out of YouTube ads after they were shown alongside extremist videos.
To help marketers sift through the search giant’s many updates and new offerings, we’ve compiled several key takeaways from the event. Google is set to generate about US$73.8bil (RM317.54bil) in ad revenue this year, or a third of total advertising spending, according to eMarketer.
Store visits soon will be available for YouTube video campaigns in addition to current availability in search, Google Shopping and display ad campaigns. More recently, Google agreed to an audit of its ad data collection process to be administered by the Media Rating Council, an independent metrics watchdog for the media industry. Just head over to your Google account, and look for a box that says “Also use Google Account activity and information to personalize ads on these websites and apps and store that data in your Google Account” inside the ads settings page.
Google is putting machine learning front and centre of its advertising model.
It added that Google’s “third-party partnerships” already capture approximately 70% of credit and debit card transactions in the USA, but did not reveal who the partners were or how information was captured.
That means Google still won’t be able to document every purchase made using plastic – and it still has no way of knowing when people buy something with cash.
Furthermore, Google has been collecting and using geolocation and WiFi network information from your phone to power its ads business since 2014.