Friday, November 8, 2013

Google: testing software to track you and record your purchases at stores (on the street)

Google: testing software to track you and record your purchases at stores (on the street)
Tracking people online and showing personalised adverts is already a controversial topic and now Google is set to ruffle feathers further by tracking people in the real world too.

According to reports from tech website Digiday, the search giant is testing a program that would follow users around the high street to see which shops they visit.

Each time a user enters a store of business, Google would be able check to see if that user looked at adverts for that company online beforehand to check the ad's conversion rate.

Recent reports found Google makes around $100 million a day by selling Google Ads to businesses online.

It tracks conversion rates online when either a user clicks directly on an advert, or the user visits the website featured in an advert during its browsing session.

Google can already access certain information about a user through its own apps, such as the mobile Chrome browser, Google Maps, Gmail and Google+.

If users have ‘Location services’ activated and then have one of these apps is open, or running in the background, as they shop on the high street, Google can pinpoint exactly where they are.

The location's accuracy is improved if a customer accesses a company's Wi-Fi, for example.

In a blogpost in October, Google hinted at plans to extend how it tracks people and said: ‘As consumers are increasingly on the go and switching between devices, marketers are telling us they want to see a more complete and accurate picture of how their online advertising drives conversions.

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