NEWS3 August 2017

EPIC calls for investigation of Google’s in-store tracking

News North America Privacy Retail Technology

US – The Electronic Privacy Information Center (EPIC) has filed a complaint with the Federal Trade Commission (FTC) asking for investigation of Google’s tracking of in-store purchases. 

Google’s new product, Google Attribution, incorporates information on in-store sales into its advertising effectiveness. 

"Google claims that it protects online privacy but refuses to reveal details of the algorithm that ‘deidentifies’ consumers while tracking their purchases," the post on EPIC’s website reads.

EPIC’s complaint has asked the FTC to stop Google’s tracking of in-store purchases and to determine whether it is adequately protecting consumer privacy. 

"EPIC’s recent complaint against Google notes that the company is seeking to extend its dominance of online advertising to the physical world."