Google and Mastercard in credit card data deal2018-08-31 17:09 by Daniela
A report from Bloomberg claims that Google has bought Mastercard credit card data in the US to help it track users' offline spending in stores.
In May last year, Google quietly launched a tool called "store sales measurement" that could help it determine whether an online ad led directly to real-world purchases. The tech giant didn’t explain exactly how this new tracking system worked, but assured advertisers that it would provide them with valuable insight into the link between what people look at online and what they buy offline.
According to Bloomberg, all Mastercard transaction data in the U.S. is encrypted and transmitted to Google. Google is paying Mastercard, and potentially other card networks, to access this information.
Google can't see individual transactions. But the company can extract relevant information from this pile of data. For instance, it could match offline purchases with user profiles. And the company knows if a user clicked on an ad.
The search giant says all the data is anonymised and that users can opt out of ad tracking by switching off the web and app activity control.
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