AMENIA, N.Y. – As television becomes more digital, advertisers are seeking to measure the effectiveness of their campaigns in ways that can be compared to their online efforts. Payments giant Mastercard has a role in this process based on its vast trove of consumer purchase data.
“We’re able to help identify that a specific ad is able to have a lift and an impact in a ZIP code in a particular narrow area,” Mohamed Abdelsadek, executive vice president of global data, insights and analytics at Mastercard, said in this interview with Julian Zilberbrand on behalf of Beet.TV at the Beet Retreat Berkshires.
Mastercard has more than 3.3 billion cardholders generating 140 billion transactions a year among 210 countries. The company has consumer data in 120 of those countries. Advertisers can harness that data to identify target audiences and measure how campaigns affect purchases.
“You could very quickly see that this ad for this area, for these customers, created the lift that you …