Google To Get Retailers Credit Card Sales Data
Information on sales made at CE and appliance retailers in Australia is set to be used by Google to sell advertising back to the retailers and their suppliers whose date they are capturing.
The same information is not being made available to media Companies who compete with Google, who has been accused of deliberately destroying media companies while at the same time using the content generated by the media Companies to drive business to Google advertisements.
Shortly Google will begin using data from billions of credit and debit card transactions — including card numbers, purchase amounts and time stamps they claim that the use of the data by Google will drive consumers to make purchases in brick-and-mortar stores, the company has said.
The advance, which enables Google to tell retailers how many sales they created through their digital ad campaigns, is a step toward what industry insiders have long described as the “holy grail” of digital advertising.
Google’s attempts to tie people’s digital trails to their real-world behaviours is also likely to renew concerns over whether technology giants and their affiliated companies know too much about people’s lives, and whether they disclose enough about how they collect and use that information.
In Australia Google is collecting a massive amount of personal data from smartphones and desktop computers, they are then using that data to compete with media Companies such as Fairfax who have recently laid off over 200 employees including journalists whose content is being used by Google to lure consumers to their advertising service.
Google admit that they are using complex, patent-pending mathematical formulas to match a Google user with a shopper who makes a purchase in a brick-and-mortar store. They claim that the information is “protected” despite Google themselves having access to the data for their purposes.
Google knows where a consumer has been from Google Maps they also collect people’s web browsing habits. All that information is tied to the real identities of users when they log into Google’s services.
The mathematical formulas Google claims make it impossible for Google to know the identity of the real-world shoppers, and for the retailers to know the identities of Google’s users, Google executives said. The companies know only that a match has been made.
“Through a mathematical property, we can do double-blind matching between their data and our data,” said Jerry Dischler, vice president of product management for AdWords, in an interview recently with the Washington Post. “Neither gets to the see the encrypted data that the other side brings.
Dischler, who said the company had been working on the technology for years, described the modelling as a “revolutionary” step forward for both Google and advertisers.
Google has declined to share anything more than basic information about how the program worked.