But giving up isn’t exactly Google’s style.
This week, the company announced a deal to acquire Incentive Targeting, which focuses on coupon targeting. Essentially, the technology allows retailers to personalize their offers to each customer.
As usual, Google provided little detail on the transaction. But Incentive Targeting could provide a nice boost to the company’s efforts in local commerce. Why not allow for the offers to be sent via mobile phone — and based on the location of the a customer? Or, perhaps the system could also become a part of Google Wallet.
Like many of its acquisitions, Google’s huge user base and access to large retail customers add a lot of potential to this deal.
Tom Taulli runs the InvestorPlace blog IPOPlaybook, a site dedicated to the hottest news and rumors about initial public offerings. He is also the author of “How to Create the Next Facebook” and “High-Profit IPO Strategies: Finding Breakout IPOs for Investors and Traders.” Follow him on Twitter at @ttaulli. As of this writing, he did not hold a position in any of the aforementioned securities.