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

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

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

Under the new deal, if that person uses their Mastercard to purchase the item at a physical store within 30 days, Google sends a report to the advertiser.

In May a year ago, Google quietly launched a tool called "store sales measurement" that could help it determine whether an online ad led directly to real-world purchases.

According to Bloomberg, Google had once claimed that the company has access to "approximately 70 percent" of credit and debit card data in the U.S. However, earlier this year, Google made some tweaks to the settings that allow the user to opt out of ad tracking via its "Web and App Activity" console.

It's no secret that Google - and other companies - track your online purchases; it's one of the reasons you see the ads you do, for instance.

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.

Both Google and Bloomberg say the data is anonymised, meaning purchase histories can not be linked back and used to personally identifiable information, including your billing address, name, age, or other details held by the two companies.

"But most of the two billion Mastercard holders aren't aware of this behind-the-scenes tracking".

Eminem has surprise released a new album, happy Friday
It comes just a year after his comeback album, Revival , and he cryptically tweeted to say he "tried not to overthink this one". Eminem has done a Beyonce and gone and dropped a surprise new album because he loves his fans that much.

Sources familiar with the deal say Google paid Mastercard millions of dollars for the data. A part of the solution matches clicks with purchases in offline stores, made with debit or credit cards. Bloomberg notes that Google provides a bulk report of the percentage of consumers that bought the product advertised after clicking the ad. The spokesperson also said there was no revenue sharing between Google and its partners.

For consumers who don't provide an email address, the company relies on third-party companies, like Mastercard, that process card transaction data.

The report mentions that Google has gone to great lengths to track offline data.

If you provide a Google email address when you purchase something in-store, the merchant will let Google know if it has a partnership with the firm.

A Mastercard spokesperson said purchased items are never linked to personally identifiable information, including billing addresses, or account numbers.

Mastercard pointed out merchants must give permission for this data to be shared, with a spokesman stating, "No individual transaction or personal data is provided". But Christine Bannan of the Electronic Privacy Information Centre told Bloomberg that this burden shouldn't rest on unwitting consumers.

Recommended News

  • Doug Baldwin expects to play Week 1

    Doug Baldwin expects to play Week 1

    Carroll reiterated that wide receiver Doug Baldwin , out for most of training camp with a knee injury, will be ready for Week 1. Carroll said he didn't know how many weeks Wright would be out, nor if he'd be back for the opener. "We'll see how it goes".
    Cafe bombing kills separatist leader in eastern Ukraine. Suspects in custody

    Cafe bombing kills separatist leader in eastern Ukraine. Suspects in custody

    It has killed the self-proclaimed area's pro-Russian Prime Minister Alexander Zakharchenko, his government says . The leader of the main breakaway territory backed by Moscow in eastern Ukraine has been killed by a bomb.
    Nadal survives scare to reach last 16

    Nadal survives scare to reach last 16

    Basilashvili reached the last-16 of a Slam for the first time by seeing off Argentina's Guido Pella 6-3, 6-4, 1-6, 7-6 (7/4). Which, really, should come as no surprise given the disparity in age, experience and success.
  • Hot Saturday, storms north of I-70

    Hot Saturday, storms north of I-70

    Many run into some isolated showers during the morning, perhaps a rumble of thunder. Highs will reach the low 90s in our inland zones and upper 80s along the coast.
    'Sonu refused to work under a woman director'

    'Sonu refused to work under a woman director'

    Manikarnika: The Queen of Jhansi , scripted by Baahubali writer KV Vijayendra Prasad, has been directed by Telugu filmmaker Krish. The actress also said that Sonu chose to incorporate a few " kushti " scenes which were never there in the script.
    Donald Trump blasts Federal Bureau of Investigation  and Justice Department for 'not doing their job'

    Donald Trump blasts Federal Bureau of Investigation and Justice Department for 'not doing their job'

    Before the rally, campaign manager Brad Parscale touted the "sellout crowd" expected. Before the rally, Trump attended a private roundtable and fundraising reception.
  • Lenovo Yoga Chromebook hands-on: $599 gets you a whole lot of laptop

    Lenovo Yoga Chromebook hands-on: $599 gets you a whole lot of laptop

    That said, these machines were based on an earlier Qualcomm chipset, so the Snapdragon 850 may resolve these performance issues. The C930 will also include an active pen that charges when its stashed in its garage built into the back edge of the body.
    Nafta Negotiations: Where Do We Go From Here?

    Nafta Negotiations: Where Do We Go From Here?

    Trump argues that Canada's hefty dairy tariffs are hurting US farmers, an important political base for his Republican party. Throughout the day Friday, it became increasingly clear that Canada and the US would be unable to reach an agreement.
    Washington comes together for McCain, with one exception

    Washington comes together for McCain, with one exception

    The memorial was laced with humor and featured a racially and ethnically diverse roster of speakers and other participants. The service brought to a close two days of mourning for the USA senator and 2008 presidential nominee in his home state.
  • India's economic growth surges to 8.2%

    India's economic growth surges to 8.2%

    Earlier this month, China had reported a 6.7 per cent growth for June quarter compared with 6.8 per cent in March quarter. Private final consumption expenditure jumped 8.6 per cent in Q1 FY19 compared with 6.9 per cent in Q1 FY18.
    Australia flags denying U.S. whistleblower Chelsea Manning entry visa

    Australia flags denying U.S. whistleblower Chelsea Manning entry visa

    It comes as opposition politicians in New Zealand call for Manning to be banned from entering that country. Associate Immigration Minister Kris Faafoi's office said he would not comment on individual cases.
    Lazar Markovic transfer: Liverpool flop's Anderlecht move collapses due to wage demands

    Lazar Markovic transfer: Liverpool flop's Anderlecht move collapses due to wage demands

    Liverpool will receive 50% of any fee that Anderlecht receive if they sell the player in the future. PAOK have reportedly won the race to secure the loan signing of Liverpool winger Lazar Markovic .

We are pleased to provide this opportunity to share information, experiences and observations about what's in the news.
Some of the comments may be reprinted elsewhere in the site or in the newspaper.
Thank you for taking the time to offer your thoughts.