Offering lower interests rates as a promo, higher limits, low interest loans, bonus points from certain brands/categories, offering new types of cards, etc etc
Read OP’s comment again. Mastercard is not a card issuer, they can offer none of the things you mentioned.
The answer to OP’s question, of course, is that Mastercard doesn’t make use of the information it has directly. It sells the information to interested parties like Google and other advertisers. This is the behavior EFF is objecting to.
