Monetizing Financial Data

Not sure what I think of this trend. Payments Dive had an article on PayPal hiring an Uber Technologies advertising veteran to help build a business around PayPal's payment and transaction data that could ultimately be used by advertising to drive offers to consumers. Clearly there is gold in the hills (Uber advertising draws $1B annually) but ride data is, to me, less sensitive, than where I shop and what I buy. We all have probably heard the story of the girl that Target started sending pregnancy and baby offers to before she knew she was pregnant. Allegedly Target knew because her purchasing pattern at their store matched the profile of people who are pregnant.

Not sure what my purchasing and payment profile says about me.



Bill

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