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Thursday, June 01, 2017

Linking Ads in Search to Offline Purchase

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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