Abstract: The subject disclosure relates to electronic commerce and advertising platforms that aggregate transaction data from merchants and consumers. A set of enhanced scenarios built on the platform span both the online and offline transactional and advertising universe to the benefit of all participants of the electronic commerce and advertising platform. In non-limiting embodiments, user profiling is performed across multiple data providers that can infer additional profiling information from different transaction data sources, and can take into account a confidence associated with transaction data when updating a user profile, e.g., where data elements of given transaction data may be incomplete, missing or uncertain.