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Google announced a novelty to even more target the Internet users with its advertisements: Google Attribution is a free service that allows to measure the effectiveness of each leverage mobilized during a marketing campaign. It allows you to retrieve data from other Google services: AdWords, Analytics, DoubleClick. Tested with some partners of the Internet giant and presented at a congress in San Francisco, Google Attribution will soon be extended to more advertisers, said Sridhar Ramaswamy, head of Google for Advertising and Commerce.
"Google Attribution makes it possible for any advertiser to measure the impact of its ads on the various tools and supports," he said. Buyers' e-mail addresses and loyalty programs can be combined with data collected by other advertiser services from Google, such as Ad Words, Google Analytics and Double Click Search, to provide a "full view" Impact of advertising campaigns.
The idea is therefore to use all the capabilities of artificial intelligence to better analyze and understand consumer behavior in order to be able to target advertising and promotional messages.
Ad Words has been making it possible for advertisers to measure visits to stores that are the result of online advertising campaigns, but it is known that "measuring shop visits is only part of the equation, As Sridhar Ramaswamy points out.
"It is also necessary to obtain data on the impact of campaigns on real spending," he said, while stressing that anonymity is guaranteed by the fact that the results are collected without the names of the buyers appear tying The Internet visits to purchases made in hard stores is the "Holy Grail" of advertisers for several years but is accompanied by questions about the respect of privacy, underlines an analyst of the organization for the defense of freedoms Aclu (American Civic Liberties Union), Jay Stanley.
If Google promises to respect the privacy of Internet users, the best intentions "can yield under the enormous pressure of the profit race" and "it will only stop with rules through which we will express our values through Legal protections ".
Google and Facebook dominate and by far the online advertising industry for several years. And we see that every time one of the online media giants launches an advertising initiative to capture more advertisers, this is usually immediately copied by the other.
Google is trying to measure the link between advertisements and purchases, which is not easy.
Google Attribution will therefore allow better targeting campaigns based on potential buyers. This will have an immediate and real impact for Internet users: they will quickly start receiving more and more ads for products and services that they really want to buy. And in fact, they will actually spend more money. But we do not know what Google is going to do with the data collected.
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Google indicates that the processing of this data will be carried out in a secure manner and with respect for the confidentiality of Internet users, mobile users and customers.
A Google spokesperson says the group has developed a "new encryption technology for customers to ensure that data remains private, secure and anonymous."
To reduce the traces that brands capture on you, here are some tips. Limit the use of geolocation by changing your settings. Also, periodically delete your browsing history. And you want to know how to
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