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Credit Card Companies Look Into OBA

BEHAVIORAL TARGETING

October 26, 2011

The Wall Street Journal reports on plans by the world's two largest credit card networks to move into the online behavioral advertising business. Though the technology to link purchase transactions with an individual's online profile is still evolving, according to the report, Visa and Mastercard are currently pursuing the idea. The article cites a published Visa patent application that would attempt to incorporate information from DNA data banks into profiles that would target consumers online. Meanwhile, a representative from Mastercard said in an interview in August, "There is a lot of data out there, but there is not a lot of data based on actual purchase transactions...We are taking it a level deeper...it is a much more precise targeting mechanism." (Registration may be required to access this story.)   
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