Published June 2015
By Mike Shields, The Wall Street Journal
Google has spent the last several years helping marketers figure out how different digital ads influence consumers who visit various Google properties. The company now says it can offer the same sort of insight–known in the ad industry as “attribution“–for all digital ad campaigns, whether they run on Google sites or not.
Google is set to unveil this new offering at its annual DoubleClick Leadership Summit today in Key Biscayne, Florida. Marketers can now track when an ad on one website leads to the purchase of a product on another using Google’s tools, even if these ad exposures occur on different devices, said Neal Mohan, Google’s vice president of video and display advertising.
“We want to be able to understand consumer behavior across screens and devices and stitch together a consumer journey,” he said. That journey might include watching a video ad on your phone and then going home and buying something on your laptop, and Google has the technology and data to connect the dots on those events for marketers, said Mr. Mohan.
Read the full article on The Wall Street Journal.