Google Bought Mastercard Data To Track Your Offline Purchases For Ad-Targeting

Google Bought Mastercard Data To Track Your Offline Purchases For Ad-Targeting”

Last year, when Google announced the service, called Store Sales Measurement, it said only that it had access to "approximately 70 per cent" of USA credit and debit cards through partners, without naming them.

Google will record whether you have clicked an online ad and then purchased the same item within 30 days of clicking on the ad. Google apparently attempted to change this by striking a deal with Mastercard, leveraging the buying power of the company's close to two billion cardholders. A part of the solution matches clicks with purchases in offline stores, made with debit or credit cards. The result is powerful: Google knows that people clicked on ads and can now tell advertisers this activity led to actual store sales.

The report stated that chief of Google's advertising division, Sridhar Ramaswamy, first introduced the product in a blog post but made no mention of its deal with Mastercard in it.

For Google, this is just another step in bridging the gap between online ads and offline sales. Google is paying Mastercard, and conceivably other card systems, to get to this data.

While the contract itself isn't that surprising, the fact that both Google and Mastercard kept the agreement a secret from the public is a little concerning.

Both Google and Mastercard had kept quiet on their partnership however, keeping customers in the dark about their relationship and the extent of their tracking until Bloomberg lifted the lid, although both say that aggregated data identifying individuals has been anonymised.

According to anonymous tipsters speaking with Bloomberg, Google has had discussions with other credit card companies about partnerships, and ad agencies have approached Google about tracking even more offline information about customers, such as the time of the transactions and how much was spent.

Mastercard released its own statement that also reassured the anonymity of the data. No individual transactions or personal data is provided. But he said MasterCard shares transaction data with merchants and their service providers to help them measure "the effectiveness of their advertising campaigns". It's not 100 percent clear if the company is only working with Mastercard, but when it announced the tool in 2017, it said it had access to "approximately 70 percent" of credit and debit cards in the USA through partners. That delivers on the expectation of privacy from both consumers and merchants around the world. "In processing a transaction, we see the retailer's name and the total amount of the consumer's purchase, but not specific items", the statement read.

Like this



03 September 2018
Serena Williams Says Athletes Should Be 'Grateful' to Players Spearheading NFL Protests
After breaking serve at the first time of asking in the third Williams let out a sustained, primal scream, urging herself onwards. Not only was she delivered a doughnut, she won only six points in all with the whole thing taking just eighteen minutes.

02 September 2018
KAGWANJA: Beijing summit reveals why China is attractive to
India too in recent years has stepped up its political, diplomatic and economic engagement with Africa in recent years. The last Focac Summit was held in Johannesburg in 2015.

02 September 2018
India bag historic bronze in men's table tennis, silver in archery
Song Hai-rim of Korea takes a shot in the women's handball game against China at the Asian Games in Indonesia on Thursday. South Koreans caught China on their fourth lap to seal the gold , but they continued to race for the record.

02 September 2018
Roger Federer overpowers Nick Kyrgios to reach second week of US Open
Kohlschreiber now meets 2014 runner-up Kei Nishikori , who got past No. 13 Diego Schwartzman 6-4, 6-4, 5-7, 6-1. Another one for the scrapbook: a between the legs effort against Novak Djokovic at the US Open in 2009.

02 September 2018
Argentina hikes interest rate to 60 percent; peso plunges
He insisted the path taken by Mr Macri since he took office in December 2015 was one "of fiscal balance, development and growth". The government says it expects the country's economy to contract 1 percent in 2018 but grow by at least 1.5 percent next year.

02 September 2018
The Australian Google Assistant gets multi-lingual supports
You can also see visual responses from Google Assistant on your television screen, thanks to Chromecast and Google Home . This past week, Google updated the assistant with the ability to deliver a daily dose of good news to users in the US.

02 September 2018
Space station "stable" after leak
In the wake of the fix , flight controllers in Houston are continuing to monitor station's cabin pressure. Orbital debris is a persevering with threat to spacecraft, even the tiniest specks.

02 September 2018
Obama: John McCain was 'a warrior, a statesman, a patriot'
McCain died at the age of 81 last Saturday shortly after ending treatment for glioblastoma, an aggressive brain tumor. Mr Bush, a Republican, and Mr Obama , a Democrat, spoke during the service at Mr McCain's request .

02 September 2018
US President Donald Trump to visit Ireland in November
We were in this massive arena. "ENEMY OF THE PEOPLE: Trump staffer physically blocks you from seeing what is really going on". Protests of the POTUS visiting Ireland have been organised in less than 24 hours since his pending visit has been announced.

02 September 2018
Arbitrator sends Colin Kaepernick's grievance against National Football League to trial
NFL free agent Colin Kaepernick's grievance alleging the league's owners colluded to keep him out is set to go to trial. The grievance states that Trump and Pence "engaged in various public relations stunts created to retaliate against Mr.