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Google is testing a way to tie online ads to brick-and-mortar store purchases, a move whetting marketing appetites while fueling privacy worries.Real-world customer email addresses or loyalty plan information can be woven with Google data from services such as AdWords, Google Analytics and DoubleClick Search to provide "a complete view" of marketing performance, according to the company.Real-world transactions matched back to Google ads are handed in "a secure and privacy-safe way," with store sales information reported in aggregated and anonymized forms to protect individual privacy, according to the company.Google and Facebook dominate the online ad world, and what one does to prove its worth to advertisers is likely to be copied by the other, according to Silicon Valley analyst Rob Enderle of Enderle Group.Data showing which ads are translating into real sales should mean that the relevance of ads people see online will improve as marketers abandon mis-aimed or ineffectively tailored messages, the analyst reasoned.
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