Posts Tagged BlueKai

Visa, MasterCard to use buying history for ad targeting? | The Digital Home – CNET News


by Don Reisinger  October 25, 2011

All the purchases you make with your MasterCard or Visa could be used to provide you with more-targeted ads as you surf the Web, a new report claims.

According to today’s Wall Street Journal, the credit card companies are currently trying to work out a system whereby purchases consumers make in a brick-and-mortar store can be used to deliver more effective ads online.

A MasterCard document obtained by the Journal outlines some of the company’s plans, which included linking Web users with purchases. According to document, the credit card provider said it believes “you are what you buy.”

However, MasterCard told the Journal that the plans included in that document have been shelved because it would have revealed too much information about individual buyers. Instead, the company told the Journal, it is exploring ways to anonymously group a person’s purchase history with others to create marketing “segments.” That data would then be sold to marketing firms.

Citing a source, the Journal said that Visa is planning a similar service, which would aggregate its customers’ purchase history into segments, including location, to make ads more effective at appealing to people in a respective area.

Although those plans might have a profoundly positive impact on the advertising industry, it does raise several privacy concerns. Although companies have long shared customer data with marketing agencies, individual consumers have always been wary of companies peering into where they are, what they’re buying, and how much they’re spending.

For its part, MasterCard told the Journal that customers have nothing to worry about. For one, the company says, it collects data, such as when a purchase was made and where, on 23 billion transactions, but it never includes who actually makes the purchase. Plus, both MasterCard and Visa, which also collects that information, allow users to opt out of the data collection, if they so choose.

Looking ahead, there’s no telling what MasterCard and Visa will do, since, as the companies pointed out to the Journal, their plans are still “preliminary.”

However, as the Journal’s sources in the advertising industry said, buying history is a potential treasure trove for marketers. And MasterCard and Visa, along with other credit card companies, realize that. What’s more, the Journal says, MasterCard could be getting close to selling purchase data through online data auction services, BlueKai and Exelate, though those firms have yet to sign an agreement.

Neither Visa nor MasterCard immediately responded to CNET’s request for comment.

 Visa, MasterCard to use buying history for ad targeting? | The Digital Home – CNET News.

, , , , , , ,

Leave a comment

SATIRE NATION

Off the charts...

Thoughtfully Prepping

My Scribblings about Prepping and Survivalism

Derek's Blog

Personal Blog about nothing

Zany Zach's Blog

Amateur blog for mostly Film/CD/Book/TV reviews .........

The Better Man Project

A man in progress. One day at a time.

Don Charisma

because anything is possible with Charisma

∙ tenderheartmusings ∙

we were born naked onto the page of existence; with nothing but the pen of our soul to write ourselves into eternal ecstasy ~ DreamingBear Baraka Kanaan

The Wine Wankers

Smile :) You’re at the best wine blog ever! Scroll down to read our fun stories, and join our journey as we fight through the wine jargon in search of a good glass of wine. Wine blogs; the best place to read about wine online! We're rated as one of the most infuential wine people on the net by Klout and Kred. Contact: winewankers@hotmail.com

Good Time Stories

Inspiring and Heartwarming Stories

musings from a musical mind

60's flowerchild,herbalist,dreamer, seeker of truth

retireediary

The Diary of a Retiree

AirportsMadeSimple

Your Interactive Travel Magazine~Showcasing a Variety of Authors

oasisbidari

A fine WordPress.com site

NoWorksSalvationApocalypseNow

Finishing Lifes Race Strong

Deep Shit Media

Alternative Sovereign Communications

38 Years

Perspective from the middle ages of life

Bookgirl

A great WordPress.com site

Chastisement 2013

Watch and Be Ready

Direct From The Street - Stuff We And People Share

Photos, Videos, Articles - Business, Social Media, Marketing, Entertainment, Fashion, Sports, Life

Follow

Get every new post delivered to your Inbox.

Join 364 other followers

%d bloggers like this: