Quite a revolutionary thing happening this week, Google indicates that it can link an advertisement in their systems directly to off-line purchases. Enabled by transaction analysis. Leading to better measurement of success and more accurate pricing of ads. Well described in the WaPo:
" .... Google has begun using billions of credit-card transaction records to prove that its online ads are prompting people to make purchases – even when they happen offline in brick-and-mortar stores, the company said Tuesday.
The advance allows Google to determine how many sales have been generated by digital ad campaigns, a goal that industry insiders have long described as “the holy grail” of online advertising. But the announcement also renewed long-standing privacy complaints about how the company uses personal information. .... "
HBR also discusses.
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