Google, Mastercard cut secret deal to track your offline shopping
Google, Mastercard cut secret deal to track your offline shopping
Google and Mastercard reportedly teamed up to track offline sales
03 September, 2018, 09:02
According a report by Bloomberg, the tool has been made available to select advertisers on Google and is created with the backing of credit card data from Mastercard.
Alphabet Inc.'s Google and Mastercard Inc. brokered a business partnership during about four years of negotiations, according to four people with knowledge of the deal, three of whom worked on it directly.
It's no secret that Google - and other companies - track your online purchases; it's one of the reasons you see the ads you do, for instance. If that individual uses their MasterCard to buy that item in store over the next thirty days, Google allegedly sends a report to the advertiser that includes sections for ad effectiveness and "offline revenue".
"Before we launched this beta product past year, we built a new, double-blind encryption technology that prevents both Google and our partners from viewing our respective users" personally identifiable information, ' a Google spokesperson told MailOnline.
Last year, when Google announced the service, called Store Sales Measurement, it said only that it had access to "approximately 70 per cent" of United States credit and debit cards through partners, without naming them.
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Google is also able to track purchases shoppers make at high street trailers when they provide a Gmail email address at the cash register, to use for an electronic receipt, for example.
Google also has deals with several third-party companies that process card transaction data. Every marketer wants to know if an ad for something online led to someone going into a physical store and buying it.
Google and Mastercard reportedly have a deal that allows the search giant to link online searches to in-store purchases. Google essentially bought data from MasterCard regarding online purchases that users of their credit card made.
It is important to note that this feature works only if a customer is logged into a Google account and has not switched off the Google Ad Tracking. "Google users can opt-out with their Web and App Activity controls, at any time", a Google spokeswoman explained. Purchases made on Mastercard-branded cards account for some 25 percent of all credit card transactions in the USA, according to financial research firm Nilson Report. "No individual transaction or personal data is provided", MasterCard spokesperson Seth Eisen said in a statement. That delivers on the expectation of privacy from both consumers and merchants around he world.
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