Inside the Transaction Graph: How Payments Became the New Cookies

As third-party cookies face extinction and GDPR enforcement intensifies, a new paradigm is emerging in digital advertising: one that leverages actual transaction data instead of probabilistic tracking methods such as browser cookies. Real purchase behavior has the potential to revolutionize advertising precision while respecting consumer privacy. Built on actual purchase intent across merchants through aggregated, anonymized financial data, this approach directly addresses German consumers' heightened expectations for data transparency, aligning with the majority of Germans who demand responsible data handling and clear communication from brands and advertisers. Dr. Mark Grether will explore how trusted financial institutions are driving the next evolution of digital advertising and the ability to target consumers in a privacy-compliant way that builds rather than erodes consumer trust.