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Mastercard, Visa To Help Target Ads 222

Posted by Soulskill
from the you-are-the-product-being-sold dept.
New submitter ThatsMyNick writes "The two largest credit-card networks, Visa Inc. and MasterCard Inc., are pushing into a new business: using what they know about people's credit-card purchases for targeting them with ads online. 'A MasterCard document obtained by the Journal outlines some of the company's plans, which included linking Web users with purchases. According to document, the credit card provider said it believes "you are what you buy." ... Visa is planning a similar service, which would aggregate its customers' purchase history into segments, including location, to make ads more effective at appealing to people in a respective area.'"
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Mastercard, Visa To Help Target Ads

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  • Do not want (Score:4, Interesting)

    by Spy Handler (822350) on Tuesday October 25, 2011 @04:54PM (#37836782) Homepage Journal

    I'm for small government and as much a libertarian as anyone here, but this is one of those times where the government needs to step in and put some regulation in place.

    We need something similar to the do-not-call-list thingie they did a few years ago for telephone numbers, where you opt yourself in and you don't get hounded at home from telemarketers.

    • by Anrego (830717) *

      If they had this, and signing up excluded you from using a large number of websites.. would you still sign up?

      Not a snide comment but a serious question. In cases like this, you are effectively trading your privacy for access to content. If you decline to provide your private information, it would seem reasonable for them to deny you service. There is a good argument that much of the great content on the internet isn't plastered in ads... but there is still a lot of good ad-supported content out there.

      • It's a fair question. Mine would be, aren't these 2/3/4 companies basically monopolies and need to be regulated as such?

        Of course I would call cell phone carriers defacto monopolies since there are only about 4 of them...funny how none of them allow tethering without a fee...
      • by vlm (69642)

        If I don't sign up to get blocked, but do use an ad blocker in firefox ... so I know that they know that I know they know, which means I don't care?

        If they have private information that they can't use against me, then are they doing anything bad?

      • Not a snide comment but a serious question. In cases like this, you are effectively trading your privacy for access to content.

        I say that advertising killed micropayments. Advertisements have effectively filled the market need for micropayments, except that unlike a robust micropayment system, advertising comes with all kinds of extra baggage as the ad networks try to extract more and more value out of their systems. If enough people could opt-out of the ad networks that would create new demand for micropayments and we might actually see some progress on that front.

        At least a guy can hope.

        • by Anrego (830717) *

          I don't know how well micropayments would really work.

          I mean, it would work for larger known sites.. sure. It's the dozen sites you plough through while looking for something that are the issue.

          I don't mind paying for good content (and I do..) .. but I don't want to be paying for every site I quickly glance at either. Demo content doesn't work because the demo can often by very un-representative of what you get if you pay.

          • I don't want to be paying for every site I quickly glance at either.

            You are now, you are just paying with your privacy instead of a tenth of a cent.

    • Re:Do not want (Score:4, Insightful)

      by 140Mandak262Jamuna (970587) on Tuesday October 25, 2011 @09:03PM (#37839614) Journal
      Good, slowly you are realizing that, once the government is shrunk small enough to be drowned in a bathtub, the first thug who could, would. After that who is going to protect you, Mr Individual Q Liberty? Yourself? Armed gangs? Would these armed gangs who could take down a thug who could drown a government will respect YOUR rights?
  • How much is enough? The rich suck up money like vacuums, and the media inundate us with intrusive advertising.

    Ever watch a YouTube video on Facebook with Chrome? Aren't you annoyed by that damned popup overlay banner at the bottom pushing even more Google advertising?

    • by msobkow (48369)

      If Google wants to get in my face with advertising, I'll do my level best to get in their face about Canadian privacy laws.

  • by elwin_windleaf (643442) on Tuesday October 25, 2011 @05:03PM (#37836922) Homepage

    I would be curious to see what effect services like PayPal would have on the ability for credit card companies to sell your data to advertisers. Do they still receive the relevant data, or is that retained at PayPal's level?

    Granted, there's also nothing to prevent PayPal from doing the same thing with the customer data it collects. Back to gold doubloons handled with gloves, I suppose...

  • It's been around for a while now. Haven't you noticed when you log into your social networking sites, you get ads based on what you've purchased or the hotels you've stayed in? It's what map reduce technologies will allow these companies to do more and more of in the future. Imagine this: your frequent flier miles cards, super market frequent shopper cards, credit cards, online transactions and people with whom you socially interact with online -- all that data will be used to compile an consumer profile on
    • by Mashiki (184564)

      No. Because I don't use social networking sites, and I have adhosts blocked, and use an ad blocker. Hell the only reason why I have a credit card is because I don't feel like dealing with carrying a wad of cash when I'm on the road, and my canadian debit card doesn't work in the US. Well my credit card can be hit or miss too.

      • by epine (68316)

        I'm in exactly the same boat. This assistance they are so determined to extend in my direction can only jostle the elbow of merit-based purchasing decisions if I allow it to do so.

        A meme I've dropped here in the past is how having a cable TV subscription is like parking a salty chip truck on your front lawn. One thing we know about human nature is that if you wish to prevail, you must win your battles in the store rather than at the refrigerator door where we quickly succumb to Decision Fatigue [nytimes.com].

        Eventuall

    • all that data will be used to compile an consumer profile on which companies will base their marketing and advertising. It's all very creepy and big brotherish.

      What's worse is that it's extending beyond simply "marketing and advertising" - the personal data collectors are looking to extract value from all that personal information any way they can. "Targeted marketing" is just the first obvious idea that has occurred to them. The second obvious idea is to sell that data to governments [cnn.com] to circumvent constitutional protections against unreasonable searches. Some companies are selling location data, especially current location, to companies and individuals for tra

  • Well FUCK. (Score:5, Interesting)

    by JustAnotherIdiot (1980292) on Tuesday October 25, 2011 @05:12PM (#37837048)

    make ads more effective at appealing to people in a respective area

    Please, please no...I hate this place and the people in it with a passion, the last thing I want is to be bombarded with the bullshit they buy -.-

  • ... use Google to find out what the folks there buy with their credit cards. KKK hoods? Anti-vaccination literature? Cannibalism Club Dues? Schizophrenia self-help books? Crack house paraphernalia? See what they've got under their fingernails . . .

    Real Estate Agent: "Oh, it's a nice neighborhood, with pleasant people!"

    You: "And they seem to spend a lot of money on books about how to annoy and sue their neighbors. And which one bought the cat skinning machine?"

    It could influence your choice of loca

  • by vlm (69642) on Tuesday October 25, 2011 @05:27PM (#37837292)

    The /. assumption is its all gonna be hospital bills paid by Visa HIPPA violations and sex toy purchases. What if I don't really care about keeping a certain subset private, say "books" or "anything I bought at amazon.com"?

    OK /. here is a list of stuff I purchased recently using a CC:

    I ebayed a HP (made back when HP was "cool") WR-42 waveguide frequency meter for a ham radio 24 GHZ thing I'm working on (thats twenty four GHZ not two point four)
    I bought a quantity of tapioca maltodextrin to experiment with edible oil sands (tastier than it sounds). With the idea of making a sandy italian salad, if that makes any sense. I know its hydrophillic, I guess I'll find out if its deliquescent soon enough...
    Sitting on my desk unread is a Stephen Wolfram paperback of all his comp sci papers. Glance thru looks interesting. I enjoyed ANKOS. Hoping for a rainy, reading filled weekend filled with cellular automata. Or maybe next week, who knows.
    Nature Publishing Group had an "impact" sale where you can subscribe for the impact number of the journal rather than the list price. No way in Fing hell I'm paying $299 or whatever it is for Nature Physics paper journal. But I'll subscribe for $18 or whatever it was exactly. I suppose just the gasoline to drive to the library every month will pay for this... I'm not sure how they're even keeping up with postage costs at $18.

    Does anyone, myself, /., or the NSA, really care about any of this or find any actionable info in this?

    • Nature Publishing Group had an "impact" sale where you can subscribe for the impact number of the journal rather than the list price. No way in Fing hell I'm paying $299 or whatever it is for Nature Physics paper journal. But I'll subscribe for $18 or whatever it was exactly. I suppose just the gasoline to drive to the library every month will pay for this... I'm not sure how they're even keeping up with postage costs at $18.

      Does anyone, myself, /., or the NSA, really care about any of this or find any actionable info in this?

      Subject referred to "Nature" (note capitalization), "impact" and "NSA" along with obfuscated profanity. Flag profile as potential eco-extremist and refer to appropriate agencies. Add to no-fly list pending further evaluation.

      FWIW, I don't mind accurate information about me being collected and processed competently. On the other hand, I very much do mind what actually happens with this information.

    • by eh2o (471262)

      If you didn't commit any crimes then you won't mind if the police search your house, right? Since you don't cheat on your taxes then you won't mind if the IRS conducts an audit of the last 5 years of bank activity, right? Since you only made a bunch of generic yet strangely geeky purchases on your credit card, you won't mind if we share that information with advertisers, right?

      What could possibly go wrong?

  • by Animats (122034) on Tuesday October 25, 2011 @05:28PM (#37837308) Homepage

    I've been expecting this for some time. Google only knows what you look at. Visa and MasterCard know what you do. Amazon does this now, but only for sales within Amazon's system. Now it can work for everyone.

    This could upset Google's dominance in online advertising. If some other search engine or social network partnered with Visa and MasterCard, they could do search ads much better than Google can.

  • Master card appears to have an opt out page [mastercard.us]. Anyone know if there's something similar for Visa?
  • I don't think I want to be a " TARGET " of anything.
    They're viewing you as prey.
  • Your bank shouldn't give out your data to the card companies so theoretically they only know the ATM the transaction was made from, so they can change ads respectively in the area.

  • Given the addiction that marketdroids have to execute their poorly designed crap on other peoples machines via javascript and flash, its ad-block + no-script + ghostery FTW.

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