Google showed off new ways for advertisers to reach customers, blanketing nearly every corner of the internet with marketing opportunities
An illuminated Google logo is seen inside an office building in Zurich. By Greg Bensinger Greg Bensinger Reporter covering algorithms and artificial intelligence Email Bio Follow May 14 at 11:59 AM SAN FRANCISCO — Just a week after introducing new privacy controls for its billions of users, Google has a different message for data-hungry advertisers: We have your back.
Google wants to ensure that customers never miss an opportunity to buy when the spirit moves them. Representing a shot across the bow of Amazon, Google demonstrated how customers who store their credit card information with the company will be able to buy, say, a power drill from Home Depot without ever leaving the search page.
Those new products could make it harder for marketers to suck up the reams of data they need to personalize ads. User privacy was barely referenced in a news briefing Monday. Increasingly, consumers are searching for items on Amazon, where they can also complete their purchase, meaning Amazon is a potent competitor to Google for marketers who want to see how or whether their ads lead to customers to click ”buy.” As a result, Amazon has been chipping away at Google’s dominance in ad sales and is expected to grow to 8.8 percent of the market this year from 6.8 percent last year, according to eMarketer, while Google’s share is expected to fall to 37.2 percent from 38.
The company, based in Mountain View, Calif., said that for its new shopping option it will share the purchaser’s name and address with retailers so that they can keep track of who’s buying what and when. It’s even devoting some workers to customer service to back up the products it features with shipping and other guarantees.
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