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. “TheContinue reading »

The post Mastercard Helps Power Google Store Sales Measurement – Here’s Who Else Supplies Purchase Data appeared first on AdExchanger.

Read more

The Purchase Data Playbook For Marketers

AdExchanger |

While tapping into purchases helps advertisers close the loop around the actual conversion, the use cases for purchase data have evolved far beyond measurement. The use of transactional data is maturing in media activation, as is the ability to commingle it with other data sources like behavioral, location and even panels in channels like addressableContinue reading »

The post The Purchase Data Playbook For Marketers appeared first on AdExchanger.

Read more