Wednesday , February 21 2018
Home / TECH NEWS / Google linking online and offline worlds in new advertising challenge

Google linking online and offline worlds in new advertising challenge

San Francisco, United States | AFP | Google is testing a way to tie online ads to brick-and-mortar store purchases, a move whetting marketing appetites while fueling privacy worries.

A product currently described as a “store sales measurement solution” was unveiled at a marketing conference this month in San Francisco by the internet giant.

Google has long been able to determine when users click on ads and make purchases, but linking online and offline habits takes its analytics a step further.

The store sales management solution is in test mode with a limited number of partners and will be rolled out to more advertisers in coming weeks, according to Google, which touted the tool as being able to answer the long-challenging question of whether marketing campaigns are working.

Real-world customer email addresses or loyalty plan information can 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 analyze and understand consumer behavior to target ads and promote sales was a major theme of the conference.

– Ad ‘holy grail’ –

For several years now, AdWords has 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,” Ramaswamy said.

“You also need insights into how your online ads drive sales for your business.”

Real-world transactions matched back to Google ads are handed in a “secure and privacy-safe way,” with store sales information reported in aggregated and anonymized forms to protect individual privacy, according to the company.

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

The capability threatens to intrude on a core tenant of privacy: that people can have dealings with one party not spill over into affairs with other parties they interact with, Stanley contended.

“This is an evolution, not a revolution; another step toward increased monitoring of individuals,” Stanley said.

“Each step raises the question ‘Where does this all stop?'”

Stanley expected Google to be on its best behavior when it came to handling the growing trove of information about users, but that even the best of intentions could crack under the “enormous hydraulic pressure of the profit motive.”

“We have the full fury and genius of the capitalist system being driven toward monitoring people in ever increasing detail and companies are competing to do so,” Stanley said.

“It will not stop without some sort of rules in which we as a society express our values through legal protections.”

– More tempting ads? –

Google and Facebook dominate the online ad world, and what one does to prove its worth to advertisers is likely to be copied by the other, according to Silicon Valley analyst Rob Enderle of Enderle Group.

The measurement tool being tested promises to give Google a way to assure advertisers they are getting their money’s worth at the firm’s online venues.

“The big problem is that showing conversion from ad consumption to purchase has been horrible,” Enderle said of online marketing.

“This has been a problem for a long time. Google is trying to make a metric so they get credit for it when you do purchase after viewing an ad.”

Data showing which ads are translating into real sales should mean that the relevance of ads people see online will improve as marketers abandon misaimed or ineffectively tailored messages, the analyst reasoned.

“You are going to be hit with ads for things that you might actually want to buy, so you are going to spend a lot more money,” Enderle predicted.

Worries about privacy sparked by linking offline and online activities are a decade or so late, because the time to protest was when collection began of the troves of data about people, the analyst argued.

“There really is no downside to this application,” Enderle said while discussing Google’s marketing metrics move.

“This is the good side of collecting data; it is what else is being done with the data that should be unnerving and that we really don’t know.”



  1. Think about not simply what you might possibly need, though the things
    that get them to smile, happy memories they’ve associated with
    you regarding their past, and current things they
    talk about that puts that extra spring of their step. o Gift Hamper boxes assures the safe delivery of your respective goodies for the recipient.
    Thankfully today it’s easy to make a full-range of
    personalised gifts including coffee mugs, calendars, storybooks, clothing, stationery and more.

  2. Sadly the current Pagoda is not the original; it had been rebuilt
    after it was destroyed with the French forces in 1954. Hanoi may be the capital city of Vietnam and is also
    a major city packed with incredibly rich history. If an individual cannot contact, or handle pending cases before,
    the Department of Homeland Security or Department of State regarding a pending immigration matter then what purpose do they serve.

  3. Ответы по итоговая контрольная
    работа по рус яз 8 класс разумовская для десятиклассников школ
    для выполнения домашних
    задач вы найдете на вот этом веб-ресурсе и вместе с ними сможете правильно решить домашний урок.

    На вот этом веб-ресурсе имеется этот ответ:
    гдз разумовская русский язык 8 класс
    скачать бесплатно;
    разумовская 8 класс 2013;
    разумовская 2014 8 класс;
    русский язык готовые домашние задания 8 класс разумовская;
    гдз разумовская 2007 год 8 класс.

    Советы на домашние задания по разумовская 8 класс упр 238 помогут
    получить хорошую оценку и окажут
    помощь хорошо закончить класс.

  4. I go to see each day a few web sites and blogs to read articles or
    reviews, except this website provides feature based posts.

  5. This site is my breathing in, rattling superb pattern and Perfect written content.

  6. Quality articles or reviews is the key to invite the users to pay a quick visit the web
    page, that’s what this web site is providing.

  7. Electrolysis – This strategy are composed in inserting needles into the
    hair roots, one by one to ruin the roots with electrical energy.

  8. There are some organizations that allow learners to earn this level around the Internet.

    Let me know what really matters to you personally and
    the way you adopt time to smell the roses. You can even set a more
    complicated lock using Pattern lock with the alternate pin and password lock.

  9. Europas zur Behandlung vonseiten Kriegsverletzten
    vonseiten dem Chirurgen Eiselsberg (1860–1939) inklusive
    jener Betreuung seines Schülers Johann Pichler gegründet
    (Schweppe 1993).
    In Berlin zitierte dieser Zahnarzt Hugo Ganzer
    (1879–1960) Paracelsus im Geleitwort seines Buches
    Chip Kriegsverletzungen des Gesichts außerdem Gesichtsschädels
    (1945): „Denn der Arzt, solcher da heylet,
    ist Chip Natur, jede Wunde heylet von selbst, so
    ebendiese allein reinlich obendrein unbefleckt bekommen wird“.
    Solcher DEM
    Zitierte Stelle folgende Dichtung wird deutlich wiedergegeben,
    da er die außerordentliche Gemüt
    von Seiten Ganzer außerordentlich eindringlich für etwas eintreten kann.
    schrieb, in Chip Zukunft der Plastischen Wiederherstellungschirurgie
    unserer Zeitintervall weisend:
    » Im Januar 1915 erhielt ich hinsichtlich dieses
    des Gardekorps von DEM Sanitäts-
    Departement des Preußischen Kriegsministeriums
    den Einsatz im Reservelazarett
    Hochschule zum Besten von Chip bildenden Künste zu
    Charlottenburg eine Kieferchirurgische
    Station einzurichten. Dieses Soldatenkrankenanstalt
    mir auf Grund der Tatsache seiner Lage, seiner Räumlichkeiten
    darüber hinaus alles andere als abschließend auf Grund der
    Tatsache seines Gartens
    als besonders günstig für diesen Ziel. Chip
    Verletzungen des Gesichts sind andauernd
    mehr noch benötigen Licht überdies Handlungsspielraum. Indem solcher
    andere Leib der Gesichtsverletzten überwiegend
    gesund ist, ebendiese Verwundeten folglich bald in
    den Messestand gesetzt Herkunft können, sich beruflich
    zu machen – ferner gerade hinaus diesem
    Disziplin spielt die Arbeitstherapie eine große
    Laufrolle wie Heilfaktor –, sollen die Verwundeten
    kombinieren tunlichst einfachen Steig zu
    ihrer Arbeitsort haben, indem Akademische Arbeit überdies
    Lazarettbehandlung taktgesteuert zu ihrem
    Rechte nahen Versiertheit … Dies Lazarett
    erhielt eine gewissen Umwandlung angesichts die
    Institution solcher kieferchirurgischen Station
    nicht zuletzt solcher Nasenstation, so dass gegenwärtig eine
    chirurgische, eine innere, eine Hals-, Nasen-,
    Ohren- mehr noch eine kieferchirurgische Etappe
    Parallelität bestanden auch gegenseitig in solcher
    Job gegenseitig meisterlich unterstützten.

  10. Attractive section of content. I just stumbled upon your blog and in accession capital to say that
    I acquire actually enjoyed account your weblog posts.

    Anyway I’ll be subscribing on your augment or even I fulfillment you get right of entry to consistently rapidly.

  11. Promotion and its particular varying disciplines like advertising, direct marketing, publicity are all easily disseminated towards the general public via
    many technological methods and tools like websites, smartphone applications, email and text messaging.

    The reason why the i – Pad 2 will set you back
    so much happens because it has new technology inside it.
    In addition, organic materials can be utilized in the
    roofliner, trunk floor, carpeting and elsewhere.

  12. The brand of the article author is Gregory and he believes it audio quite reputable.
    For decades I’ve become working as a managers and My group is doing actually
    good momentarily. I currently live in Hi and I’ve everything when i need in the following.

    What these people loves trying is to assemble kites launched he
    has time to try to get new things.

  13. I simply desired to thank you so much once more. I do not know what I would’ve achieved without those creative concepts shown by you directly on that problem.
    It was an absolute scary setting in my position, however , coming across a
    expert form you handled that took me to weep with delight.
    I’m happy for this service and even trust you comprehend what a powerful
    job that you are putting in teaching other individuals with the
    aid of your websites. Most likely you have never got to know all of

  14. What’s up everyone, it’s my first visit at this site,
    and piece of writing is genuinely fruitful in favor of me, keep up posting these types of content.

  15. We absolutely love your blog and find most of your post’s to
    be just what I’m looking for. can you offer guest writers to write
    content for you? I wouldn’t mind composing a post or elaborating on a few of the subjects you write related
    to here. Again, awesome web site!

  16. Wonderful web site. Plenty of useful info here. I’m sending it to some friends ans also sharing in delicious.
    And obviously, thank you in your sweat!

  17. For latest information you have to go to see world wide
    web and on internet I found this web site as a
    most excellent web page for newest updates.

  18. If you really want to you could make your moneyy double with currency dealing plan application, then it’s essential you need to doo
    your essential research and wiszh to get the proper time to make use of trading currency application. For example, bstween the years 2002 and 2006 the
    tendency of the euro in ffront frokm the dollar was rising
    upward. Now, data also telpls us that while about 15% of
    all the world’s debt – combined – was due in 2012,
    nearly three times this amount or roughly half of all the world’s combined
    debt can come due inn 2015 – $15 trillion in total.

  19. Several short-term car insuhrance businesses though will handle the full range
    of dday insuraance requirements. The market of currency is a hute
    one annd the average trading daily will be worth $4 trillion. There is no standard
    means of planning how much work too outsource, when to outsource or whom
    to outsource to.

  20. Danner may be producing top quality boots andd hiking footwear starting in 1932, after they were launched
    by Charles Danner. Very low tariff of these sneakers indicate the lower
    excellence of the boots. Falke can be a German-based company masters
    in various types oof fashion items and products.

  21. Businness growth willl noot necessarily equate itself with business growth complexity.
    The result is that the staffs always feel under appreciated and so are constantly searching for
    thhe thhings they could get and rrun off with.

    The skill of joinig a team and working together to attain goals is
    quite important.

  22. Unlike tthe accrual method, using the cash method, transactions are merely recorded when money is paid
    or received and expenses are reecorded when actually paid.
    I hope within the next matter of minutes I can inpire oone tto have a few baby steps that
    will allow onee to leverage your enthusiazsm and big drfeams right into a fruitful and prosperous work from hokme business venture
    with a budget. As you know, doing lots of things immediately reduces the effectiveness of these an outcome,
    which iis why you will need a very skilled
    CPA having a good reputation for helping business people grow their businesses.

  23. Are there people youu now that they’ve helped out ith procuring the top settlement deals.
    Once yyou have you will be able to produce better
    and more effective marketing plans that will result
    iin more cash on your organization. Determine not only their qualities, but also the
    important figures about them: how big is the group,
    what’s their average age and income, aand the way much purchasing power they’ve too the product you’re thinking of selling online.

  24. Whatever you do, don’t spend high costs on brand name baby
    clothes unless financial resources are not an object for you.
    Therefore, choosing orgtanic clothes within the others is often a worthwhile option. Under suchh cases, yoou really pay for the brand name, rather than the quality.

  25. Dig into chord pfogressions and know the wway they affect the worth of a song.
    on the main store; the primary stor receives inside the information after which dors a unique end of day: z-ing out, etc.
    Thee courses give the properr understanding in connection with operation from the
    lifts, elevation and lowering from the fork, picking up pallets etc.

  26. Haave you ever poured your heart and soul into something
    that you were really dedply passionate about. In some cases,
    this is going tto bee effective if you undertake it in one oor to another
    butt mae sue that you don’t insert them in the mailboxes, if youu do not mail them.
    Aside from that, you are actually experriencing the potential of opening a frfanchise on your own but remember, yyou are going
    to need to pay royalties towards the frranchise for a few from the work which is done.

  27. I see something really interesting about your web site so I
    saved to my bookmarks.

  28. Hey, growth will not necessarily equate itself with Best Decanter for Rum business growth complexity. The result is that the staffs always feel under appreciated and so are constantly searching for the thing they could get and run off with.

Leave a Reply

Your email address will not be published. Required fields are marked *