While the functionality of Apply Pay is sure to delight many consumers, I believe the most interesting components of this new technology is how new spend data will play into digital marketing and how advertisers will target consumer in the future.
Having spent 3 years working at American Express, I know first hand how valuable spend data can be for advertisers. Not only can consumers now be targeting to where they are geographically, but where they spend, who they buy presents for, how frequently, and of course, how much. This type of data, depending on how Apple will ultimately package and sell it will be able to do what has never been done before for advertisers and can quickly make Apple more value that any sole payment transaction could provide.
http://adage.com/article/digital/apple-pay-runs-roadblock/295593/
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