The biggest news in search last week had to be the secret deal Google struck with Mastercard for millions of dollars in a bid to learn more about how ads impact retail spending. Although I guess this may freak some people out from a privacy perspective, I don't see it being a major issue.

We will only ever see an aggregated number; no personal details, no credit card numbers, no sensitive information. News like this should excite digital marketers, as it enables a better way of tracking online-to-offline. Technology like beacons are great probabalistic indicators of online-to-offline performance, but don't provide the certainty and specificity of using transactional data. What are your thoughts? 🤓

The Weekly SEO