Google is to share the aggregated search history of its visitors to their websites, improving consumer insights in the process.
The Insight Engine Project will grant publishers access to the age, gender, relevant search history and shopping history in order to paint a clearer picture of what they are likely to purchase, enabling more accurate targeting of relevant ads via Google’s programmatic exchange.
Jonathan Bellack, director of product management at Google, remarked: “It is virtually impossible to use all the data that publishers capture. That is the heart of the Insight Engine Project wants to achieve."
Other promised benefits include machine learning software designed to forecast data on what their rivals are up to, how fast their ads are loading and what viewability metrics they’ve obtained. To further sweeten its offer Google has promised to provide subscription support that will enable viewers to subscribe in a single click.