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TECHNOLOGY Friday 26 May 2017

Google aims to connect online ads to physical stores

MICHAEL LIEDTKE transactions through part- terests and online activities
AP Technology Writer nerships with other compa- that it can feed into ma-
SAN FRANCISCO (AP) — nies that track that data. By chine-learning systems.
Google already monitors scanning this data, Google Just last week, Google un-
your online shopping — but says it can automatically veiled new ways that ma-
now it’s also keeping an inform merchants when chine learning can help
eye on what you’re buy- their digital ads translate people identify flowers or
ing in physical stores to try into sales at a brick-and- pull up restaurant reviews
to sell more digital advertis- mortar store. just by pointing a camera.
ing. If the program works, it Now, Google is showing
Google’s computers will could help persuade mer- how it plans to use ma-
be trying to connect the chants to boost their digital chine learning to make
dots between what people marketing budgets. more money.
look at after clicking on an But it could also deepen DIGITAL DOSSIERS
online ad and what they worries among privacy This Wednesday, April 26, 2017, photo shows Google’s web ad- Google already knows
purchase with their credit watchdogs, who are al- dress, in Philadelphia. what you like based on the
and debit cards at one of ready concerned about Associated Press searches you make and
the advertiser’s brick-and- the digital dossiers that hosts for its advertisers. as by displaying locations the videos you watch. On-
mortar stores. Google has compiled on This meeting is an opportu- of nearby stores when line ads are then targeted
For instance, if someone users of its search engine nity not only for Google to watching ads on YouTube, to those interests. From
searching for a pair of run- and other services, includ- flaunt its new tools, but to something Google already there, Google can tell
ning shoes online clicked ing Gmail, YouTube and work on regaining ground does for non-video ads. when you click on an ad
on an ad from a sporting Android. with advertisers who have Other tools are aimed at and if you make an online
goods store but didn’t buy GOOGLE’S OPPORTUNITY recently boycotted You- giving merchants a better purchase based on that.
anything, an advertiser The Mountain View, Califor- Tube . Major advertisers understanding on how dig- The new program takes
might initially conclude nia, company already runs began pulling back two ital ads appearing across that tracking into physical
that the ad was a waste the world’s biggest online months ago over concerns a variety of devices are af- stores.
of money. With the new ad network, one that raked that Google hadn’t pre- fecting their sales. Google says its comput-
tool, Google says it will now in $79 billion in revenue last vented major brand ad- Most of these new analyt- ers can collect identifying
be able to tell if the same year. That puts it in the best vertising from appearing ics draw upon Google’s data triggered by online
person bought the shoes a position to capture any ad- alongside extremist video inroads in “machine learn- clicks and match it with
few days later at a physical ditional marketing dollars clips promoting hate and ing” — a way of “training” other identifying informa-
store. spent on computers and violence. computers to behave more tion compiled by mer-
MINING CREDIT-CARD mobile devices. SMARTER TRACKING like humans — to interpret chants and the issuers of
DATA Google unveiled the store- Google is also introduc- the data. Google’s search credit and debit cards to
Google says it has access sales measurement tool ing new ways to help mer- engine and Chrome web figure out when a digital
to roughly 70 percent of Tuesday in San Francisco chants drive more traffic to browser are a rich source ad contributes to an offline
U.S. credit and debit card at an annual conference it their physical stores, such of data about people’s in- purchase.
Google’s tool won’t work
Need cash? Facebook expands personal fundraising tools for cash payments or the
30 percent of U.S. card
transactions that Google
NEW YORK (AP) — Facebook is expanding its
fundraising tools that let users ask friends and can’t currently access.
strangers to give them money to help pay for Shoppers remain anony-
education, medical or other expenses. mous, meaning they aren’t
The company has been testing the tool, which identified by their names,
is similar to online fundraising services such as according to Google.
GoFundMe, since March. And the company says
With the latest update unveiled Wednesday, it doesn’t share any of its
it has added sports and community fundrais- anonymized information
ers as options. It’s also possible to raise money with its customers; instead,
for medical expenses for pets, crisis relief, fu- it targets ads at individuals
nerals, and a slew of other categories. who fit demographic pro-
To start a fundraiser, scroll down the “menu” files sought by advertisers.
icon on mobile until you get to the “fundrais- Google gives its users the
ers” category. On desktop, visit facebook. option to limit the compa-
com/fundraisers . Facebook says it will review ny’s tracking and control
all fundraisers within 24 hours. what types of ads they are
There is a fee of 6.9 percent of the total This photo provided by Facebook shows examples of fundraisers available on shown — although in prac-
amount raised plus 30 cents for payment pro- Facebook, displayed on a smartphone. tice, relatively few users
cessing, vetting and security.q Associated Press tweak such settings.q