Secret ad deal with MasterCard lets Google track retail shoppers

“In a secret deal estimated to be worth millions of dollars, Google paid MasterCard to track whether online ad clicks translated to sales inside retail stores” writes Luke Larsen for Many users opt to research for a product online before making the purchase at a retail store.Google also shares some of its users’ shopping data with advertising partners through its Store Sales Measurement program.According to Bloomberg, Google has for the past year used its access to MasterCard data to gain insight into how online ads affect retail spending in an effort to bolster its $95.4 billion ad business.When you click on an ad while logged into your Google account, your action is recorded — even if the click doesn’t convert into an immediate online sale.

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