Google partners with Mastercard to pair online ads with offline sales

Google has entered into a partnership agreement with payments provider Mastercard in order to directly link its online adverts with purchases made offline.
According to Bloomberg the pairing has seen Google buy data on purchases made by card holders for the past year. This allowed it to accurately track whether its online ads have been effective at influencing purchase decisions.
Both Google and Mastercard had kept quiet on their partnership however, keeping customers in the dark about their rel