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Targeting Web Ads Using Credit Card Purchase Data

   
11:36 am on Oct 25, 2011 (gmt 0)

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Targeting Web Ads Using Credit Card Purchase Data [online.wsj.com]
The two largest credit-card networks, Visa Inc. and MasterCard Inc., are pushing into a new business: using what they know about people's credit-card purchases for targeting them with ads online.

Their plans, if implemented, would represent not only a technological feat—tying people's Internet lives with shopping activities—but also an erosion of the idea of anonymity on the Web. It's an effort by the two companies to profit by selling access to the insights they gather about people with every credit-card transaction.

The technology is still evolving. According to ad executives briefed on some of the ideas, a holy grail would be to show, for instance, a weight-loss ad to a person who just swiped their card at a fast-food chain—then track whether that person bought the advertised products. Currently, Web ads generally are based on a person's online behavior but not information tied to his or her identity or activities in the brick-and-mortar world.

11:52 am on Oct 25, 2011 (gmt 0)

WebmasterWorld Senior Member piatkow is a WebmasterWorld Top Contributor of All Time 5+ Year Member



Maybe I should go back to paying off my credit card by cheque
2:38 pm on Oct 25, 2011 (gmt 0)




They have been talking about this for years

IT WONT HAPPEN without specific customer opt-in
IT WONT!
2:47 pm on Oct 25, 2011 (gmt 0)

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Oh, they already track your purchases, even if they aren't doing anything with the data.

It's just a question of marrying the two sets of data and making it work. Not easy, but much more doable these days.

They will slip this through in one of those, "we've updated our terms and conditions..." messages that is in small print.
2:50 pm on Oct 25, 2011 (gmt 0)

WebmasterWorld Senior Member demaestro is a WebmasterWorld Top Contributor of All Time 10+ Year Member



I rarely say this but I see major privacy concerns here. I also question the legality of a CC company sharing your purchase history. They must be (hopefully) bound by some type of privacy act, outside of their own TOS, that doesn't allow for this.
3:37 pm on Oct 25, 2011 (gmt 0)

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I agree Demaestro, they really need to watch the privacy issues around this.

I'm not at all keen on this idea.
3:58 pm on Oct 25, 2011 (gmt 0)

WebmasterWorld Senior Member piatkow is a WebmasterWorld Top Contributor of All Time 5+ Year Member




They must be (hopefully) bound by some type of privacy act, outside of their own TOS, that doesn't allow for this.

Depends on the country of course. In Europe they couldn't partner with an ad network to do this unless you explicitly opted in to that clause, not hiding it in the small print. Of course if they set up their own ad networks then it would be a totally different matter.
6:30 pm on Oct 25, 2011 (gmt 0)

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... a weight-loss ad to a person who just swiped their card at a fast-food chain.

Because anyone who swings through a MickeyD's has simply got to be overweight.

What ad's would I see if I swipe my card at a bar? Al-Anon?
3:25 am on Oct 26, 2011 (gmt 0)

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What ad's would I see if I swipe my card at a bar? Al-Anon?
That's funny.

Seriously though, where do you see the weight loss ads right after you buy a Big Mac? This has got to do with online shopping. Even then, I know have a Visa and Master Card, but I never really had to access visa.com or mastercard.com or any of their networks.

Where exactly are they going to display the ads? SMS people maybe?
3:42 am on Oct 26, 2011 (gmt 0)




Is there a link unto a page documenting this VISA/MC move?
6:08 am on Oct 26, 2011 (gmt 0)

WebmasterWorld Senior Member sgt_kickaxe is a WebmasterWorld Top Contributor of All Time 5+ Year Member



Their plans, if implemented, would represent not only a technological feat—tying people's Internet lives with shopping activities—but also an erosion of the idea of anonymity on the Web.


What a bunch of rubbish, anonymity on the WEB isn't the issue, it's the WATCHING PEOPLE in real life to USE THE WEB to separate them from their money that's sickening (e.g. unhealthy).

The problem isn't the internet, it's the clandestine data gathering outside the web. The internet is just another place they know your eyes are and they want your eyes on them.

Where do I sign up to say H*** NO ?

(to be very clear - I hate flyers that come to my door already but this is more like cameras in my house to see what I eat so that the flyers are about what I'm out of, just no.)

According to ad executives briefed on some of the ideas, a holy grail would be to show, for instance, a weight-loss ad to a person who just swiped their card at a fast-food chain—then track whether that person bought the advertised products.

They have NO RIGHT to see what I buy for the purpose of enriching themselves, it's beyond insulting. I wish I could stick the ad execs in the hamster cage and see which treaty they run for. The "holy grail" would be to be respected, if I say "don't spam me" it should be honored, we're not livestock nor do we need our weaknesses prayed upon. The line is, and must remain, solidly drawn when privacy is ignored imo, the breach is offline in this case - the recording of your purchases with intent to use them against you just to see how much more money they can shake out of you.
6:55 am on Oct 26, 2011 (gmt 0)

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That line has already been crossed.

AOL is being sued (along with Scanscout and Brightcove) for tracking AOL customers offline by matching up store loyalty cards, credit card data and online activity. A class action suit was filed a few months ago:

Case 1:11-cv-11145-WGY

Filed 06/28/11

UNITED STATES DISTRICT COURT
DISTRICT OF MASSACHUSETTS

SANDRA PERSON BURNS, an
Individual, on Behalf of Herself
and All Others Similarly Situated,
Plaintiff,

v.

AOL INC.; BRIGHTCOVE INC.;
and SCANSCOUT, INC.,
12:41 pm on Oct 26, 2011 (gmt 0)

WebmasterWorld Administrator webwork is a WebmasterWorld Top Contributor of All Time 10+ Year Member



Hey, don't make me think! Making me think reflects poor design!

Visa/MC should figure out what I need or want, order it for me, have it shipped . . and send my parents the bill!
1:15 pm on Oct 26, 2011 (gmt 0)

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Time to start paying cash for everything
1:31 pm on Oct 26, 2011 (gmt 0)

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goog wallet anyone?
2:43 pm on Oct 26, 2011 (gmt 0)

WebmasterWorld Senior Member demaestro is a WebmasterWorld Top Contributor of All Time 10+ Year Member



I find the fact that they are willing to spend all this money to attempt to set this up when their basic premise is so flawed.

The assumption that every purchase on a single Visa or MC is a purchase for a single person, or even for the card holder is a fail. Typically multiple people will make use of a single card.

I think the last 10 or more purchases on my card were all for my son. I would hate to see the ads I get for his purchases. A Xbox live membership, adding Xbox live points to his account, Netflix subscription, A year worth of bus passes, and some clothes from Bench.

None of these were for me...... I would love to hear how they plan on using that history to effectively advertise to me.
3:23 pm on Oct 26, 2011 (gmt 0)

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Price comparision websites already sell your information back to your current mortgage / loan / credit card provider if you use the site to find a better deal. This isn't much different, although it is a step in a whole new direction in consumer profiling.
4:38 pm on Oct 26, 2011 (gmt 0)

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Imagine a bunch of p*rn ads following you around as you deliver a client presentation...

Maybe worse during a presentation - credit repair ads.
5:24 pm on Oct 26, 2011 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member



Time to start paying cash for everything
-ByronM


<paranoid-mode>
If you're in the US, you'll have to pay using coins -- the bills all have serial numbers that can be tracked from when you cash your paycheck or make a withdrawal from your bank account, to the store where you shop, to their bank deposit.
</paranoid-mode>
10:08 pm on Oct 26, 2011 (gmt 0)

10+ Year Member



As a consumer: Sucks

As a marketeer: OMG; I'm salivating! I hope facebook buys it; they aren't as nasty to deal with as the adwords people...
8:52 am on Oct 27, 2011 (gmt 0)

WebmasterWorld Senior Member piatkow is a WebmasterWorld Top Contributor of All Time 5+ Year Member




Imagine a bunch of p*rn ads following you around as you deliver a client presentation...

I was wondering how they match the web session to the card holder. Use somebody elses machine to pay your bill and they get followed by ads based on your spending?
You could really stich somebody up like that.
 

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