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Retailers have long struggled to determine whether online ads fuel sales in their bricks-and-mortar stores. Now, Google Inc. GOOGL -1.63% is testing a way to solve that puzzle.
A pilot program launched by the Internet giant is helping about six advertisers match the anonymous tracking cookies on users' computers to in-store sales information collected by data providers like Acxiom Corp. ACXM -2.99% and DataLogix Holdings Inc., according to people familiar with the test.