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Published October 2017

By George Slefo, Ad Age

Google is testing a new offering that can provide publishers with new albeit aggregated data about visitors to their websites, the company said Tuesday at a Chicago event it called its first Partner Leadership Summit.

Information available through the "Insight Engine Project" will include age, gender, relevant search history, shopping history and what visitors seem in the market to buy, according to Google.

Although publishers enjoy enviable access to data on consumers that they collect directly with each visit, often capturing even more if a visitor registers and voluntarily offers up personal details in the process, Google is arguing that it can provide additional, particularly helpful data that will let publishers serve more relevant ads through Google's programmatic exchange.

"It is virtually impossible to use all the data that publishers capture," Jonathan Bellack, director of product management at Google, said from the stage during an address to publishers and reporters. "That is the heart of the Insight Engine Project wants to achieve."

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