Visa’s audiences are merchant level, spend/frequency level. Ie “users in the top 10% of spenders at jewelry stores”. “Users who’ve bought train tickets in the p

Visa’s audiences are merchant level, spend/frequency level. Ie “users in the top 10% of spenders at jewelry stores”. “Users who’ve bought train tickets in the past month”. Visa has very strict rules about audience size, and all the audiences are modeled. (Your criteria can’t target something like less than 20k users, and then they model that up to a few million users). In this case either the store, the pos/crm, or bank used his purchase data.