Google Will Soon Know Where You Shop

  • Working on program to prove to companies who advertise on its pages that their money is persuading customers to make physical purchases
  • Software could allow Google to charge more for advertisements
  • Google is paid every time a person clicks through a company’s website

Google is trialling software that could allow it to trace what you buy in bricks and mortar stores back to your computer.

The internet giant is working on a program to prove to companies who advertise on its web pages that their money is persuading customers to make physical purchases.

The software could allow Google to charge more for advertisements and make even more money.

But it will likely raise fresh concerns over privacy with Google, which has a chequered history of handling its users data.

The program, which was first reported by the Wall St Journal, works with AdWords, Google’s biggest advertising software, which lets companies put links next to search results

Google is paid each time a surfer clicks on an advert and goes to the retailer’s website.

The software works by sending an anonymous ‘click ID’ to the advertiser when somebody clicks on an advert.

The person is identified by the advertiser because they will have cookies installed on the user’s computer.

When that customer buys something in a walk-in store, the retailer is able to link them back to their computer using data gleaned from the cookie.

The cookie is then matched up with the ‘click ID’, thus telling a shop how effective their advertising with Google was.

It remains unclear exactly how this will be implemented.

Companies who advertise with Google will be able to see the results in a new column on their version of the programme which shows in-store sales fuelled by internet advertising, the Wall St Journal reported.

So far, six American companies are taking part in the trial, but that will likely expand if it is a success.

The official title of the programme is In-Store Attribution Transaction Reporting in AdWords, Google made $50.5 billion revenue last year, almost half of an industry which coins in $117 billion a year.

HOW DOES THE SOFTWARE WORK?

The program works with AdWords, Google’s biggest advertising software, which lets companies put links next to search results.

Google is paid every time somebody clicks through and goes to the company’s website.

The software works by sending an anonymous ‘click ID’ to the advertiser when somebody clicks on an advert.

The person is identified by the advertiser because they will have cookies installed on the user’s computer.

When that person buys something in a bricks and mortar store, the retailer is able to link them back to their computer using data gleaned from the cookie.

The cookie is then matched up with the ‘click ID’, thus telling them how effective their advertising with Google was.

Companies who advertise with Google will be able to see the results in a new column on their version of the programme which shows in-store sales fuelled by Internet advertising, the Wall St Journal reported. It remains unclear exactly how this will be implemented.

[Source]: DailyMail

Read more: http://www.dailymail.co.uk/sciencetech/article-2604418/Google-soon-know-SHOP-Software-trace-customer-purchases-high-street-prove-online-adverts-work.html#ixzz2yy74xrov
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