Overview
Personalisation and A/B testing tag owned by Mastercard that collects browsing behaviour and interaction data to deliver individualised content through machine learning. The use of behavioural profiling for automated content decisions may constitute automated decision-making under GDPR Article 22. Mastercard ownership means data processing arrangements sit within a financial services conglomerate, which DPOs should factor into their risk assessment.
Detection capabilities
- Signature count
- 2
- Detection methods
- pagenetwork
- Property types
- script_srchostname
Performance impact
Performance Impact
- Requests per page
- 1
Common mistakes
- 1Running personalisation experiments that use personal data without obtaining appropriate consent
- 2Not distinguishing between functional A/B tests and personalisation that profiles individual users
- 3Failing to update the data processing agreement after the Mastercard acquisition changed the corporate entity
Related services
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