The most powerful company on the Internet just got a whole lot creepier: a new service from Google merges offline consumer info with online intelligence, allowing advertisers to target users based on what they do at the keyboard and at the mall.
Without much fanfare, Google announced news this week of a new advertising project, Conversions API, that will let businesses build all-encompassing user profiles based off of not just what users search for on the Web, but what they purchase outside of the home.
In a blog post this week on Google’s DoubleClick Search site, the Silicon Valley giant says that targeting consumers based off online information only allows advertisers to learn so much. “Conversions,” tech-speak for the digital metric made by every action a user makes online, are incomplete until coupled with real life data, Google says.
“We understand that online advertising also fuels offline conversions,” the blog post reads. Thus, Google says, “To capture these lost conversions and bring offline into your online world, we’re announcing the open beta of our Conversions API for uploading offline conversion automatically.”
The blog goes on to explain that in-store transactions, call-tracking and other online activities can be inputted into Google to be combined with other information “to optimize your campaigns based on even more of your business data.”