GOOGLE SEEKS TO TIE ON­LINE ADS TO REAL-WORLD BUYS

Firm tests ‘store sales mea­sure­ment so­lu­tion’ amid search of ad­ver­tis­ers’ ‘holy grail’

New Straits Times - - Business World -

were work­ing.

Real-world cus­tomer email ad­dresses or loy­alty plan in­for­ma­tion could be wo­ven with Google data from ser­vices such as AdWords to pro­vide a “com­plete view” of mar­ket­ing per­for­mance, ac­cord­ing to the com­pany.

Us­ing ar­ti­fi­cial in­tel­li­gence, or ma­chine learn­ing, to bet­ter an­a­lyse and un­der­stand con­sumer be­hav­iour to tar­get ads and pro­mote sales was a ma­jor theme of the con­fer­ence.

For sev­eral years now, AdWords had en­abled ad­ver­tis­ers to mea­sure vis­its to real-world stores stem­ming from on­line cam­paigns, ac­cord­ing to Google se­nior vice-pres­i­dent Srid­har Ra­maswamy.

“Still, mea­sur­ing store vis­its is just one part of the equa­tion,” said Srid­har. “You also need in­sights into how your on­line ads drive sales for your busi­ness.”

Real-world trans­ac­tions matched back to Google ads were handed in a “secure and pri­va­cysafe way”, with store sales in­for­ma­tion re­ported in ag­gre­gated and anonymised forms to pro­tect in­di­vid­ual pri­vacy, said the firm.

Ty­ing on­line ac­tiv­ity to of­fline shop­ping de­ci­sions has been a “holy grail” for ad­ver­tis­ers for quite some time, and comes with wor­ri­some pri­vacy im­pli­ca­tions, says ACLU se­nior pol­icy an­a­lyst Jay Stan­ley.

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