Home Data Mastercard Helps Power Google Store Sales Measurement – Here’s Who Else Supplies Purchase Data

Mastercard Helps Power Google Store Sales Measurement – Here’s Who Else Supplies Purchase Data


While Google said in May 2017 it was using purchase data from unnamed payment processors to link online ads to transactions, Bloomberg discovered Thursday that one partner is Mastercard.

To recap, Google is using purchase data for a product called Store Sales Measurement product, which tracks the connection between online ads and in-store purchases.

“The holy grail for online marketers has been about closing the loop between digital media all the way to the store purchase,” Kishore Kanakamedala, Google’s director of product management, told AdExchanger back in May 2017.

Mastercard’s involvement with Google’s store measurement capability shines a light on the use of purchase data to qualify paid media.

Mastercard isn’t the only payment processor media buyers use to power their tools – Visa and American Express both sell transactional data. Advertisers want insights to measure the efficacy of their ads and to make more informed buys in the future, so they need a big pool to pull from.

Aggregators like Cardlytics partner with banks to access purchase data.

And purchase data is also available from aggregators such as Nielsen Catalina Solutions (NCS) and Oracle Data Cloud, which partner with merchants to supply data that can align online messaging to purchases. NCS in particular can drill down to the product level.

That’s more detail than the data that comes from payment processors or banks, which know where consumers buy, but not necessarily what they buy.

Ecommerce giant Amazon also makes its rich purchase dataset available to ad buyers. However, Amazon data is only made available within its own walled garden.

Click here for AdExchanger’s deep dive into who’s selling purchase data.

Must Read

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.