AMENIA, N.Y. – As television becomes more digital, advertisers are looking to measure the effectiveness of their campaigns in ways that compare with their online efforts. Payments giant Mastercard is getting involved in this process, thanks to its vast repository of consumer purchasing data.
“We can help you identify whether a particular ad will work in a particular, smaller geographic zip code,” Mohamed Abdelsadek, executive vice president of global data, insights and analytics at Mastercard, said in an interview with Julian Zilberbrand on behalf of Beet.TV at Beet Retreat Berkshires.
Mastercard has more than 3.3 billion cardholders across 210 countries who generate 140 billion transactions annually. The company has consumer data from 120 of those countries, which advertisers can use to identify target audiences and measure the impact of their campaigns on purchases.
“We can quickly see if this advertising to customers in this region has resulted in the sales lift we hoped for, and we can adjust where we place our advertising and dollars,” Abdelsadek said.
Privacy regulations around the world are giving consumers more control over how their personal information is shared. To avoid the negative effects of these restrictions, advertisers can take steps to improve their audience targeting while still respecting people’s privacy.
“We’ve been working on privacy-enhancing technology for many years,” Abdelsadek said of Mastercard. “We believe that data is consumers’ data. They should own it, control it and benefit from it. And it’s our job to protect it for our customers.”
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