Google Is About to Start Tracking Your Offline Behavior, Too
It�s no secret that Google already monitors its users� online shopping activity, but
now it will follow them out of their homes and keep a close eye on every interaction
they make.
The tech giant announced a new system to track users� in-store credit card purchases Tuesday
in a statement published on the company�s official blog.
Google rolled out the new tool at Google Marketing Next, an annual event geared toward advertisers
where the company unveils its newest innovations in marketing.
�Store sales management� works by pulling data from Google�s third-party partnerships,
which capture approximately 70% of credit card transactions in the United States.
The system then streamlines user information in order to generate reports automatically
sent to merchants who opt in.
The reports will measure the effectiveness of online advertisements by matching in-store
transactions back to Google ads.
�Google says its computers rely primarily on log-in information, such as email addresses,
to identify the people clicking on ads.
It then matches that data with other identifying information compiled by merchants and the
issuers of credit and debit cards to figure out when digital ads contribute to an offline
purchase.�
This is ultimately an upgraded version of Google�s �store visits measurement,�
which was rolled out in 2014 and updated in March 2017.
This tool utilizes deep learning technology to analyze vast amounts of user data, including
email addresses, ad clicks, browser and location history, and user surveys.
Miro Copic, a marketing professor at San Diego State University, told the Associated Press
that �the privacy implications of this are pretty massive, so Google needs to tread very
carefully.�
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