Google is planning to take advantage of users’ offline activity to boost marketers’ user targeting capability, according to a new report.
However, the search engine giant is already tracking users’ online and offline activities of its services, and delivering tailored alerts and notices.
The new report from Digiday claims that a new programme has also been launched by Google to leverage smartphone location information and note when users visit physical stores.
The programme, which is currently being trialled in beta version, connects users’ visits to a particular place to Google searches carried out on their smartphones, which would allow the tech firm to establish the efficiency of its mobile ads.
In addition, Google would be able to give advertisers an improved estimation of their returns on investments from ads.
