New York City MasterCard is preparing to introduce a Web shopping mall on Monday it is calling MasterCard Marketplace.
According to a report by the New York Times, MasterCard has partnered with Internet company Next Jump to unveil a shopping site that can accurately pinpoint what cardholders are likely to purchase.
Next Jump is a New York City-based firm that monitors customer behavior from thousands of retailers and uses the data to help merchants tailor their product offerings.
Some privacy advocates don’t approve of the technology. According to the Times, Anita L. Allen, a law professor who studies privacy issues at the University of Pennsylvania, said that as consumers gave up more private information for short-term gains, “In the end, we turn into citizens who live in a world where we have no control over our own data.”
MasterCard’s competitors are also trying to expand their presence in online commerce. American Express has a site called “Daily Wish” that offers discounts, and Visa is in the process of introducing RightCliq, intended to help consumers comparison-shop online.