NEWS26 October 2011

Credit card data to target online advertising?

Data analytics North America

US— Credit card networks Visa and Mastercard are working on plans to segment card users based on their offline purchase behaviour to target them with online advertising, according to a report.

The Wall Street Journal says that Mastercard’s proposals have been toned down from earlier “exploratory conversations” which envisaged linking purchase data to individuals. Now the firm says it is looking to sell marketers an analysis of anonymous, aggregated data – similar to what Visa is proposing.

Both Visa and Mastercard already analyse the billions of transactions they process each year, albeit on an anonymous basis. Mastercard has a division called Mastercard Advisors that offers information and consulting services based on the analysis of this data.

Read the Wall Street Journal report here.