Google is beta-testing a program that uses smartphone location data to determine when consumers visit stores, according to agency executives briefed on the program by Google employees. Google then connects these store visits to Google searches conducted on smartphones in an attempt to prove that its mobile ads do, in fact, work.Google declined multiple requests for comment.If someone conducts a Google mobile search for “screwdrivers,” for instance, a local hardware store could bid to have its store listing served to that user. By pairing that person’s location data with its database of store listings, Google can see if the person who saw that ad subsequently visited the store.
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