“Ajaypal Singh Banga is the Indian-American CEO of Mastercard. In 2/15, President Obama appointed Banga member of the President’s Advisory Committee for for Trade Policy and Negotiations. Banga is a member of the board of directors for Dow Chemical Company, former executive for Nestle and Pepsico, board member of the anti-gun National Urban League and a member of the Council on Foreign Relations. Born into a Sikh family, Banga’s father is a decorated army general for the Indian Army.” (read more)
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September 2, 2018
Over the past year, certain Google advertisers have been able to use a “potent new tool” which allows them to track whether ads they run online translated to sales at physical stores throughout the United States, thanks to a secret deal between the Silicon Valley tech giant and Mastercard, reports Bloomberg.
Most of Mastercard’s two billion customers weren’t aware of this arrangement, since neither Google parent Alphabet Inc. nor the credit card company told the public about the deal which was brokered after four years of negotiations. The alliance, says Bloomberg, “gave Google an unprecedented asset for measuring retail spending,” as part of the search giant’s “strategy to fortify its primary business against onslaughts from Amazon.com Inc. and others.”
“Through this test program, Google can anonymously match these existing user profiles to purchases made in physical stores. The result is powerful: Google knows that people clicked on ads and can now tell advertisers that this activity led to actual store sales.
It works like this: a person searches for “red lipstick” on Google, clicks on an ad, surfs the web but doesn’t buy anything. Later, she walks into a store and buys red lipstick with her Mastercard. The advertiser who ran the ad is fed a report from Google, listing the sale along with other transactions in a column that reads “Offline Revenue” — only if the web surfer is logged into a Google account online and made the purchase within 30 days of clicking the ad. The advertisers are given a bulk report with the percentage of shoppers who clicked or viewed an ad then made a relevant purchase.” –Bloomberg
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