How to share data without revealing it: The Google/Mastercard encryption magic
Earlier this month, Bloomberg reported that “Google and Mastercard cut a secret ad deal to track retail sales”. In the agreement, Mastercard is sharing transaction data with Google, allowing Google to estimate the conversion of online ads to brick-and-mortar sales.
Prior to the deal, Google (and merchants) would only know if an ad converted to an online sale. Now, Google also knows if a digital ad converted to a brick-and-mortar sale. Initial estimates suggest that the measurable ROI of online ad spend went up 2x, suggesting that online ads drive as much brick-and-mortar sales as they drive online sales.