Which is why Google, in its effort to wring even more revenue from the world's most valuable advertising platform, has begun mining consumer credit-card data to track how much its users spend in brick-and-mortar stores after clicking on digital ads.
Google's new store visits tool is also meant to keep away ad dollars from other competitors such as Amazon and Pinterest, which don't offer store visit data, yet. The Ads Data Hub is created to give marketers and their partners access to detailed information about their Google ad campaigns in a more secure and privacy-safe environment, the company said. Google is applying machine learning to debut a completely new program that'll enable marketers to gain extensive insight into their ad practices and modify them according to the customer's needs.
One of the world's biggest advertising company's wants to prove that paying for ads is money well spent, so Google want to present them with the data, however in order to do so they must first track customers credit cards.
Google explains that it's already able to capture some 70% of credit and debit card transactions in the U.S. alone, which is quite impressive. Now, Google is starting to track people even when they are not online.
The store visits tool is now available for Search, Shopping, and Display campaigns.
However, if you believe that this is something that violates your privacy and you would rather not have Google tracking your credit card spending, you can opt out of this tracking.
The company will not have quite that level of access in the United Kingdom, where privacy laws are much stricter.
It's all done in a "double-blind" way, Ramaswamy said, meaning the personal information that Google has can't be seen by merchants or its credit and debit card partners.
Google is introducing in-market audiences to its Search feature, to help marketers better target customers who are ready to purchase their products and services. For instance, if you clicked on an ad while searching for a new camera, but didn't buy anything, the advertiser would conclude the ad didn't work.
Store visits soon will be available for YouTube video campaigns in addition to current availability in search, Google Shopping and display ad campaigns. They do this so that they can provide users with interest-based, or targeted ads. You need to know: are my online ads ringing my cash register?
"Coordinating all those different online and offline data points into one single person's profile has basically been the holy grail of advertising for years now", the organization noted today in an article on its Consumerist Web publication.