Google lures advertisers with open data access on Black Friday
This Black Friday, Google is giving paying advertisers unprecedented access to its mountain of user data, including geolocation and key search terms, to make it easier for them to reach buyers more effectively in real time. By making improvements to its AdWords feature, advertisers will be able to source more granular details on the connection between mobile search queries and store visits. With this latest offering, Google's motive is clear: as it competes with Facebook for digital budgets during the busy holiday period, it is hoping this move will strengthen ties with advertisers and draw in new mobile ad buyers.   

Google plans to share its trove of user data, such as geolocation and key search terms, with advertisers this Black Friday to make it easier for them to reach buyers more effectively in real-time.

The search giant will share the data with paying advertisers in the hope that it spurs more mobile ad buying as the company battles Facebook for digital budgets during the busy festive period.