MasterCard is partnering with location data company PlaceIQ to help retailers and merchants connect what people buy to where people go.

The relationship, unveiled Wednesday, “paints a much richer picture than location or transaction insights can provide by themselves,” said Shubhra Srivastava, VP of media solutions at MasterCard. “Location data complements transaction-based insights and provides more context to our advertising partners,” he said.

MasterCard’s data comes from an internal division called MasterCard Audiences that aggregates purchase behavior across the many billions of transactions the company processes every year across different categories like CPG, retail, dining, travel and automotive. “A proprietary MasterCard methodology identifies audience segments with higher statistical probability to make purchases within the category,” said Srivastava. Mastercard anonymizes the segments and sells that data to advertisers to help power their digital marketing.

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