Adlucent Debuts Google Shopping Ad Targeting

Marketing tech and analytics company Adlucent has introduced an application for Google Shopping called 'BuyerPath for Product Ads', that enables brands to map consumer intent to the most relevant products.

The new solution, which is built on Adlucent's proprietary analytics platform, streamlines the management of Google Shopping PLAs (Product Listing Ads), which appear when someone searches for a product on google.com and google.com/shopping, and through which Google shows potential consumers a picture of the item, its price and the seller's shop name.

BuyerPath uses analytics and heuristics to match the right advertisement at the right time to the right person. It also enables retailers to promote hundreds of thousands of individual products and then pull ads from Google Shopping when a product sells out.

Michael Griffin (pictured), founder and CEO of Adlucent, comments: 'Managing a PLA program, at scale, involves complex interactions between feed management, query funneling and bid optimization - which are historically managed as separate functions. Our new offering cuts through complexity to introduce a fast, clear path to PLA success today - and prepares you for tomorrow.'

Web site: www.adlucent.com .