Not sure what you meant, but you buy data like that based on airport codes, dates, frequency, and tier (like top 10% of spenders). I’ve only used visa data for targeted advertising. Like tourism destinations target people who are flying to their destination in the near future.
Often you get the data in aggregate, bought and sold as an “audience”. It’s a Boolean flag if a person in the audience. Basically an array of IDs for people in the audience (true).
Almost always the data seller masks the ID of people in the audience to the buyer. This then creates opportunity for third party “matching services” or “identity resolution” who can de-anonymize, link, and re-anonymize. Link audiences together, e.g. flies to Bahamas often AND lives in the US North East AND has a mortgage.
Facebook and Google’s success relies heavily on simplifying huge amounts of the programmatic advertising backend, but the audience selling is still a huge part of the industry, like Acxiom et al.
Much of this buying and selling of data within the paid advertising industry hides in plain sight because it goes by so many names - contextual targeting, relevancy data, media enrichment, lead enhancement, blah blah blah...
This is correct. I worked at oracle, who is the go between for advertisers/agencies and vendors like visa who sell data but don’t do the “client facing” kind of stuff.
I guess if it's anonymized they just want to find patterns. So if 70% of men aged 40-65 who "flies to the Bahamas often" also like to eat at the local 5-star restaurant there, they can go to that restaurant and tell them to either join the Visa Perks experience to reach the other 30%, or maybe tell them to put out ads at the airport. You can even tell them which months these visitors like to come, so you can time those ads...
