Mastercard, AmEx Quietly Feed Data to Advertisers
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Credit-card firms are selling their credit-card transaction data for digital advertising and other marketing efforts, but they’re not exactly broadcasting the fact for fear of consumer backlash.
Mastercard Advisors launched its Information Services division around two-and-a-half years ago and in recent months has been approaching media-agency trading desks with an enticing offer: data representing 80 billion consumer purchases.
American Express has also turned its transaction data into a revenue stream through its Business Insights consulting division which has aimed direct mail and online offers to card holders on behalf of advertisers for years, though on an aggregate level. More recently, AmEx has modeled audience segments for use in online ad targeting. The company declined to name any partners in the endeavor, but stressed the AmEx data models don’t allow for direct targeting of its card holders.
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