The advertisement is the largest source of income for Google and majority of its revenue is generated from this. It is creepy to note that Google and many other advertising firms are keeping an eye on your offline shopping habits including the pages which you visit and thus displays the ads which relate to it.
Google already tracks the online browsing behavior of people during online shopping and now it can track this behavior offline also. This will reduce the gap between online and offline retail stores. The company has made this possible due to the collaboration with debit and credit card companies. However, the company cannot determine which items are purchased or how much an individual spent.
The offline tracking of shopping habits will also help Google to determine the prosperity of ads and to check if the user viewed the item online before buying it from retail stores. The offline tracking is currently in beta testing phase and will facilitate the growth of digital marketing.
Google will use artificial intelligence algorithms to determine the credit card transaction data which will help advertisers to check how much revenue can be attributed to their online ad campaigns. The company is just trying to demonstrate the users that their online ads are quite beneficial in influencing the shopping decisions for both online and offline shopping.
Earlier, Google had launched store visits measurements to provide the marketers more knowledge about the users shopping habits which begin from online stores and end up in retail stores. This was possible with the help of advanced machine learning, mapping experience to improve its accuracy.
Just viewing the offline shopping habits is not sufficient and it is important to see how these online ads translate into real-world sales. For this purpose, Google has joined hands with credit and debit card companies which contribute to 70% of credit/debit transaction. The new store sales measurements will be given by credit and debit card companies in an encrypted format to Google. The company can then compare this data with the online user profiles whether they clicked on any ad or not.