Big Data Market Segment LS
Big Data Market Segment RS
Tuesday, 04 September 2018 09:35

Google using Mastercard data to track ad effectiveness: report Featured

By
Google using Mastercard data to track ad effectiveness: report Pixabay

Google has been tracking shoppers' purchases through data that it obtains from Mastercard under an agreement with the latter, a report claims.

Bloomberg reported that this gave advertisers on the search engine the ability to find out if the ads they ran had led to a sale at a bricks and mortar store or not.

Mastercard holders, some two billion globally, were unaware of this because neither of the companies have made it public, the report said.

The news wire cited four people who were aware of the deal as saying that Google and Mastercard had negotiated the deal over four years. It gave Google a means of gauging retail spending, data which it can use to plan its strategy against competitors like retail behemoth Amazon.

The deal could, however, raise privacy concerns about the amount of consumer data that companies like Google can collect.

Google was fined €4.34 billion (US$5.05 billion, A$6.82 billion) in July for breaching anti-trust rules over its Android mobile operating system.

Last year, it was fined €2.42 billion (US$2.7 billion) for allegedly abusing its search engine dominance to give illegal advantage to its own comparison shopping service. The company has appealed the decision.

A third fine is said to be in the EU pipeline, this for alleged anti-business practices involving Google's AdSense advertising system.

The report quoted Christine Bannan, counsel with the Electronic Privacy Information Centre, as saying: "People don’t expect what they buy physically in a store to be linked to what they are buying online.

"There’s just far too much burden that companies place on consumers and not enough responsibility being taken by companies to inform users what they’re doing and what rights they have.”

The sources who spoke to Bloomberg said Google had paid millions of dollars for the data.

The report said Google denied having a revenue-sharing deal with its partners and was unwilling to comment on the partnership with Mastercard.

It said people could opt out of ad tracking by using its "Web and App" activity configuration panel.

Mastercard also refused to comment on any deal with Google.

DIGITAL MARKETING HAS NO SOCIAL DISTANCING OR TRAVEL RESTRICTIONS

As part of our Lead Machine Methodology we will help you get more leads, more customers and more business. Let us help you develop your digital marketing campaign

Digital Marketing is ideal in these tough times and it can replace face to face marketing with person to person marketing via the phone conference calls and webinars

Significant opportunity pipelines can be developed and continually topped up with the help of Digital Marketing so that deals can be made and deals can be closed

- Newsletter adverts in dynamic GIF slideshow formats

- News site adverts from small to large sizes also as dynamic GIF slideshow formats

- Guest Editorial - get your message out there and put your CEO in the spotlight

- Promotional News and Content - displayed on the homepage and all pages

- Leverage our proven event promotion methodology - The Lead Machine gets you leads

Contact Andrew our digital campaign designer on 0412 390 000 or via email andrew.matler@itwire.com

CONTACT US!

LAYER 1 ENCRIPTION A KEY TO CYBER-SECURITY SOLUTION

Security requirements such as confidentiality, integrity and authentication have become mandatory in most industries.

Data encryption methods previously used only by military and intelligence services have become common practice in all data transfer networks across all platforms, in all industries where information is sensitive and vital (financial and government institutions, critical infrastructure, data centres, and service providers).

Get the full details on Layer-1 encryption solutions straight from PacketLight’s optical networks experts.

This white paper titled, “When 1% of the Light Equals 100% of the Information” is a must read for anyone within the fiber optics, cybersecurity or related industry sectors.

To access click Download here.

DOWNLOAD!

Sam Varghese

website statistics

Sam Varghese has been writing for iTWire since 2006, a year after the site came into existence. For nearly a decade thereafter, he wrote mostly about free and open source software, based on his own use of this genre of software. Since May 2016, he has been writing across many areas of technology. He has been a journalist for nearly 40 years in India (Indian Express and Deccan Herald), the UAE (Khaleej Times) and Australia (Daily Commercial News (now defunct) and The Age). His personal blog is titled Irregular Expression.

VENDOR NEWS & EVENTS

REVIEWS

Recent Comments