Google has revealed “intrusive” new plans to keep track of what we buy in the shops.
The use of credit and debit card information to prove that online ads can get shoppers to the cash register.
To determine how much revenue will be generated by the digital ad campaigns has long been the “holy grail” of insiders.
Google has previously used to surf the web, search the history and the geographical locations to see if an ad has been successful.
But adding transactions in shops to the mix, Google can help customers see that buying advertising is a good idea.
Virgin Holidays said it has already benefited from the tracking of sales, both online and offline.
It turned out that those who buy in the shop after clicking on an advertisement of his “three times more profitable than an online conversation”, which means that the people who buy in – store but rather saw or clicked on a Google ad spend more than those who simply click on an ad to purchase online.
It is easy to forget that Google is first and foremost a huge advertising company that billions of our eyeballs.
But the new powers to keep track of our offline spending has caused a stir with privacy advocates.
They claim that the customers have not the slightest idea that their transactions are tracked, and more should be done to warn them.
“What is really fascinating to me is that the companies are more intrusive in terms of data collection, they are also more secretive,” Marc Rotenberg, executive director of the Electronic Privacy Information Center told the Washington Post.
The search giant says that it is in cooperation with the companies that track, 70 percent of all credit and debit card transactions in the United States.
It can merge these data with the data that they own, that shows who has viewed or clicked on an ad in the location.
Google said it put the privacy of the user on the first.
“While we developed the concept for this product years ago, it required years of effort to develop a solution that could meet our stringent privacy of the user requirements,” he said in a statement.
“To achieve this, we developed a new, custom encryption technology that ensures that users’ data remains private, secure and anonymous.”
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