The buzz about Google exprimenting with using FICO scores to serve relevant ads has come to fruition.  According to Mashable: “…Google’s senior industry marketing manager for financial services, Masha Korsunsky, this is one of the initiatives Google has been launching together with Compete, which has a database of about 2 million users who agreed to give info on their credit score when they applied for a new credit card.”

This is great news for luxury brands who want to narrow their message.  Particularly in today’s economy, this is a segmentation option that makes a lot of sense for many brands.

Still, the non-marketer side of me finds something about tapping into that information a little “dirty.” That’s MY number. And there is the potential that this narrowing could leave out people who do make a secure income and have paid off the debts that hurt their score years ago.  Surely, this is only the minority though.

It will be interesting to hear a case history of the companies that try this.  I’m going to keep my ears up for any news.