Google has reportedly partnered with Mastercard, the second largest credit card network in the US, to get millions of dollars worth of data on its customers, according to a bombshell report by Bloomberg.
The alleged deal allows Google to link what ads a user clicks to what they buy in stores using their card. If there's a match, Google provides feedback to the advertiser. The scheme works only if a customer is logged into a Google account and has not switched off the Google Ad Tracking, a rather tricky process that takes several stages to accomplish.
The alleged deal allows Google to link what ads a user clicks to what they buy in stores using their card. If there's a match, Google provides feedback to the advertiser. The scheme works only if a customer is logged into a Google account and has not switched off the Google Ad Tracking, a rather tricky process that takes several stages to accomplish.
It has become possible to assess how online ads influence consumer behavior thanks to the Store Sales Measurement tool, unveiled by Google in May 2017. The feature allows to find a connection between clicks on digital ads and purchases in brick-and-mortar stores. A part of the solution matches clicks with purchases in offline stores, made with debit or credit cards. The feature works only if the purchase is made within 30 days of the click.
