Google has a more complete picture of the consumer than any other company, because it knows when consumers view ads in Google Search, Gmail, YouTube, Google Maps, and Android apps. It also knows where consumers go, both online and in the physical world, based on cookies and location data from their phones. But the online giant has not had a very clear picture of where consumers shop in the physical world and how much they spend — until now.
Last week Google announced that, in an effort to bridge the “online ad–offline purchase” gap, it will begin to connect online ad exposure to brick-and-mortar sales. The company claims it will be able to track about 70% of all credit and debit card transactions and link them to online consumer behavior.
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