Excerpts From the MasterCard Documents

MasterCard shared a presentation, “MasterCard Advisors Targeted Advertising Services,” with at least four companies earlier this year that outlines the idea of linking Internet users to information about actual purchase behaviors for ad targeting.

The document shows MasterCard’s push to create products based on information about people’s purchases that help marketers understand consumer behaviors, target ads and measure the effectiveness of ad campaigns.

One portion describes how shopping histories could be used to understand people’s lifestyles and motivations. “The combination of actual purchase behavior with attitudinal and demographic information provides an unparalleled understanding of the consumer,” it says.

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