I totally agree that details of actual payments are what advertisers want, so transaction data is the key. What is odd is the concentration by Google etc., on North America, where the competition is fierce, while the rest of the world is still left alone in the main. Alibaba and Rakuten are laughing all the way to the bank - the wealth level may be less outside USA, but the desire to spend is just as big - and a lot more people on line to do it.