"It's worth noting that Mastercard doesn't have interesting inventory of its own. But there's a strong selling point for its data. One of the main hangups for retail media is that retailers possess great data but only for their own business. Credit card companies and general purchase processors can see across stores, sites and apps - basically, wherever transactions happen."
"Water is wet, the Pope is from Chicago, and Meta is planning to sell targeted ads based on people's prompts and interactions with its AI chatbot products. However, the update affect AI product offerings beyond just Meta AI, according to what company spokesperson Emil Vazquez tells TechCrunch. For instance, Meta is explicitly leaving open the possibility of targeting ads to users based on audio, images and video collected via Meta's Ray-Ban smart glasses."
Rapid growth in ad revenue among major platforms is prompting payment and transaction data owners to enter advertising. PayPal launched a media business and hired a former Amazon Ads leader. Partnerships between ChatGPT and Stripe have been characterized as an advertising data feed. Mastercard is building a publisher network with airlines, banks and retailers, leveraging cross-merchant transaction data rather than its own inventory. Retailers retain strong first-party data but only for their stores; card networks and processors can see purchases across sites and apps. Meta plans to target ads using AI interactions and sensor data from devices like Ray-Ban smart glasses.
Read at AdExchanger
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