With the aim of tracking the trend of its users in the US in offline spending in stores, credit card data has reportedly been bought form Mastercard by Google.
This was claimed by a report in the news outlet Bloomberg even though the report was later denied by both the companies.
Any suggestions that it can be possible to identify the exact purchases by users with the help of its data have been denied by Mastercard.
There were privacy issues arising out of the confidential nature of the deal, claimed the Open Rights Group in an interview to the news firm BBC.
“This raises serious concerns regarding the use of private financial data,” said legal director Myles Jackman.
“Will Mastercard be compensating their clients for the data they have given away to Google for their own financial gain?”
All of the data is anonymous, says Google and adds the a simple switching off of the web and app activity control by users can result in them opting out of the service.
There is a study being conducted by Google for a service for ad buyers in the US which helps to identify the manner in which digital ads are impacting the in-store purchase and expenditure of customers.
The website of the company claims that only advertisers qualified and sanctioned by it for using its “store sales management” service would be able to witness whether there would be an in-store purchase by a targeted viewer within 30 days of him or her clicking on an ad or a viewing a video.
Google said only a few ad buyers would have access to the data because the service is in its testing stages in the US.
The ad tool was launched in 2017.
“Before we launched this beta product last year, we built a new, double-blind encryption technology that prevents both Google and our partners from viewing our respective users’ personally identifiable information,” the Google said in a statement.
“We do not have access to any personal information from our partners’ credit and debit cards, nor do we share any personal information with our partners.”
In its reaction to the BBC, Mastercard that the company offers its own “media measurement services” to retailers in which the advertising campaign details are provided by the merchant and the company delivers spending data for the duration of the campaign.
“We only provide merchants and their designated service providers trends based on aggregated and anonymised data, such as the merchant’s average ticket size and sales volumes,” said a spokesman.
“We do not provide insights that track, serve up ads to, or even measure ad effectiveness relating to, individual consumers.”
(Adapted form BBC.com)