Google now knows when its users go to the store and buy stuff
Google has begun using billions of credit-card transaction records to prove that its online ads are prompting people to make purchases – even when they happen offline in brick-and-mortar stores, the company said Tuesday.
The advance allows Google to determine how many sales have been generated by digital ad campaigns, a goal that industry insiders have long described as “the holy grail” of online advertising. But the announcement also renewed long-standing privacy complaints about how the company uses personal information.
“What’s really fascinating to me is that as the companies become increasingly intrusive in terms of their data collection, they also become more secretive,” said Marc Rotenberg, executive director of the Electronic Privacy Information Center. He urged government regulators and Congress to demand answers about how Google and other technology companies are collecting and using data from their users.
"While we developed the concept for this product years ago, it required years of effort to develop a solution that could meet our stringent user privacy requirements," Google said in a statement. "To accomplish this, we developed a new, custom encryption technology that ensures users' data remains private, secure, and anonymous."