MasterCard is analysing transaction data to help marketers direct targeted advertising at consumers, after launching a controversial initiative to make money from its vast database of retail purchases.
According to an online sales pitch titled “Leveraging MasterCard Data Insights to Reach Holiday Shoppers”, MasterCard analyses billions of transactions – noting, for example, which consumers are more likely to purchase consumer electronics or luxury goods. “The foundation of all of our solutions is transaction data,” Susan Grossman, MasterCard’s senior vice-president of media solutions, said during the pitch, which has been viewed by the Financial Times.
