Google Will Track Offline Card Purchases to Keep Advertisers Happy
27 Mai, 2017, 08:17 | Author: Come Portier
The company has managed to become one of the world's largest by offering great services for free to its users, with the caveat of anonymously processing all their data to later leverage for the goal of selling advertising.
But it could also deepen worries among privacy watchdogs, who are already concerned about the digital dossiers that Google has compiled on users of its search engine and other services, including Gmail, YouTube and Android. "Through third-party data partnerships, Google says it has access to information regarding 70% of credit and debit card transactions in the U.S. Using that data, and on an anonymized basis, the company says it will be able to tell marketers how their online ad campaigns translate to cash in their registers". Google first started tracking its users' location data in 2014, introducing store visit measurements to measure the link between in-store traffic and online advertising.
Page-loading time is an important factor in terms of how long advertisers have to hook a consumer online, Ramaswamy said. The company is doing so to prove that advertising online on Google also helps drive sales in physical stores. The new store sales measurements will be given by credit and debit card companies in an encrypted format to Google. We've all seen these ads pop up on Facebook, in Google searches or other sites we visit, and you may have been creeped out by the fact that they are displaying ads for the very products we searched for on Google, Amazon or other sites. Comment below and let us know.
Google's tool won't work for cash payments or the 30 percent of US card transactions that Google can't now access. Marketers whose companies collect email information at the point-of-sale can import store sales data into Google AdWords, but Google isn't stopping there. The companies know only that a match has been made.
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The tech giant also declined to describe its mathematical formulas in anything more than vague terms, citing a pending patent. It said the work was based on a 2011 research paper by three MIT scientists, which was funded by Google and Citigroup. Consumers who participate in loyalty programs are more heavily tracked by retailers, and often give consent to share their data with third parties as a condition of signing up. But at a marketing conference for its advertisers this week, Google unveiled a tool that combines all that data with information on your movements from Google Maps and your credit and debit transactions. Most internet service providers have privacy policies that limit how they use personal data, but any legal obstacles to disclosing it are diminishing.
Most of these new analytics draw upon Google's inroads in "machine learning" - a way of "training" computers to behave more like humans - to interpret the data.
From a privacy point of view, the last thing you need is company tracking your offline payments.
Such data providers have been the targets of cybercriminals in the past.
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