As part of remarks made at a recent industry conference, Facebook COO Sheryl Sandberg told anxious advertisers the company was working to not just provide better ad tools but also on ways to tie those ads to physical sales. Twitter’s CEO Jack Dorsey made similar comments, promising better measurement for advertisers.
Facebook announced last year that integrated maps of physical stores into ads and then showed advertisers who acted as a result of those ads. What seems likely is that it and other companies will take this kind of tracking even further. Let’s put two facts together to see how they add up to something even more intrusive.
First, Facebook knows when you’re in a store to enough detail that it can not only show a relevant ad but show an ad that’s relevant to the *section* of the store you’re in at the moment.
Second, Facebook knows when you’ve been exposed to an ad, whether that’s on mobile or desktop.
Put those together and you have the ability to know when someone visited a store after seeing an ad and, with just a little tweaking, can likely tie that to exact purchases and revenue that can be used to…yes…target further ads. This solves the age old question of outdoor, TV and other advertising that lacked direct response, which is whether or not that billboard on I-55 actually lead to a Snickers bar purchase and when that happened.
Imagine the following: You see an ad on Thursday on Facebook (LinkedIn or Twitter or any of their associated audience networks that take ads to other sites) for a sale on jeans at Old Navy. Facebook knows you’ve seen that ad because you had to scroll past it to see your friends’ pictures from Aruba. You don’t take an action then but when you’re out on Saturday you stop into Old Navy and get not only some jeans but also a t-shirt and some socks. The location-tracking Facebook is capable of knows you were there and can report to Old Navy it took three days but you finally acted on that ad. That’s valuable enough.
Now if you provide some details that Old Navy enters into its CMS it has a list of the products you bought and the amount you spent. It wouldn’t take much to tie those details into Facebook’s database and create a comprehensive report showing you spent $67.43 on four items three days after seeing an ad and based on the items you both bought and looked at (remember, Facebook can apparently track you down to the square foot), serve you ads later on offering you more deals at Old Navy.
As ad revenue growth begins to level off at Facebook and ad volume hits the extent of audience patience, expect the ads it serves to be all that more intrusive, which means more tracking. Retargeting online shows that’s already in full swing there, now it’s likely to come to you via your real-world behavior as well.
Chris Thilk is a freelance writer and content strategist who lives in the Chicago suburbs.