There’s a long-term marketing bugaboo that Google has plans to fix: how to convince its clients that their ad dollars are turning into sweet payola.
As Google announced at its annual Marketing Next conference in May, it will go beyond just serving ads to consumers. Using an artificial intelligence (AI) tool called Attribution, it said it would follow us around to see where we go, tracking us across devices and channels – mobile, desktop, and in physical stores – to see what we’re buying, to match purchases up with what ads we’ve seen, and to then automatically tell marketers what we’re up to and what ads have paid off.
