Dive summary:
- They don't broadcast it for fear of backlash, but credit card firms are selling credit-card transaction data for digital advertising and other marketing efforts.
- For example, Mastercard launched a Information Services division two-and-a-half years ago and has been approaching media-agencies with the prospect of the data of 80 billion consumer purchase.
- Mastercard insists that the data is anonymous and provided in aggregate; according to Susan Grossman, group head of media solutions for MasterCard Advisors Information Services, the data is more of a "broad database."
From the article:
"Mastercard also makes its data available through Exelate, a data-management platform that feeds information from Mastercard and other partners including Acxiom and Nielsen into digital-ad exchanges for targeting. The credit-card firm compiles audience segments based on its cardholders' transactions, pegging people as likely to shop at a sporting goods store or specialty retailer, for example. Exelate uses another company to transfer the Mastercard segments online to target large, modeled audiences geographically according to ZIP+4 codes, rather than targeting individuals based on their personal transactions."
