Google, Mastercard cut secret ad deal to track retail sales
▻http://adage.com/article/digital/google-mastercard-cut-secret-ad-deal-track-retail-sales/314776
For the past year, select Google advertisers have had access to a potent new tool to track whether the ads they ran online led to a sale at a physical store in the U.S. That insight came thanks in part to a stockpile of Mastercard transactions that Google paid for. But most of the two billion Mastercard holders aren’t aware of this behind-the-scenes tracking. That’s because the companies never told the public about the arrangement. Alphabet Inc.’s Google and Mastercard Inc. brokered a (...)
#Alphabet #Google #MasterCard #algorithme #prédictif #publicité #marketing #profiling (...)
