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.
“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 aggregated and anonymized 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 were expecting or not, and allows you to be able to adjust where you’re spending your ads and where you’re spending your money,” Abdelsadek said.
Privacy regulations worldwide are giving consumers more control over how their personal information is shared. To avoid the negative effects of these limitations, advertisers can take steps to improve their audience targeting while also respecting people’s privacy.
“We’ve been working on privacy-enhancing technologies for years,” Abdelsadek said about Mastercard. “We believe the data is the consumer’s data. They own it, they should control it, they should benefit for it. And our job is to protect that for the customers.”
Learn more about Mastercard solutions here.
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