1. A system comprising: a processor, a tangible, non-transitory memory configured to communicate with the processor, the tangible, non-transitory memory having instructions stored thereon that, in response to execution by the processor, cause the processor to perform operations comprising: determining, by the processor and in response to receiving, a first group of customers for an ad impression; selecting, by the processor and based on the determining, a second group of customers based on look alike modeling of the first group of customers; transmitting, by the processor and in response to the selecting, a list of customer records containing the first group of customers and the second group of customers to a service provider system, wherein the list of customer records is created based on at least one of a product identifier or a type of customer to be targeted by a merchant as part of a campaign request, wherein the service provider system identifies a matched customer, wherein the identifying the matched customer is based on personally identifying information (PII) from a transaction account issuer system matching the PII stored by the service provider system, wherein a cookie is installed on a web client associated with the matched customer, wherein the cookie is installed by at least one of the service provider system or the transaction account issuer system, wherein the cookie is an anonymized cookie that is stripped of PII that is associated with the matched customer, wherein upon navigating to a website, the web client transmits the cookie to at least one of the service provider system or the transaction account issuer system that has a relationship with the website to indicate that the matched customer is online, wherein the matched customer is part of an anonymized list of matched customers, wherein the anonymized list of matched customers comprises cookie data associated with each matched customer and excludes the PII; transmitting, by the processor and in response to installing the cookie, the campaign request to the service provider system, wherein the service provider system tags the cookie with a tag based on the campaign request, wherein the tag includes instructions for instructing a media buyer system to bid on the ad impression for the matched customer based on the tag, wherein upon navigating to a website, the cookie is transmitted from the web client to the media buyer system to indicate that the matched customer is online, wherein the media buyer system purchases the ad impression that is sent to the matched customer; modifying, by the processor and in response to tagging the cookie, the cookie to at least one of: associate or disassociate the matched customer with at least one of: a category or type of the ad impression; identifying, by the processor and based on the modifying, a first expenditure associated with the matched customer that received the ad impression; comparing, by the processor, the first expenditure to a second expenditure associated with a customer that did not receive the ad impression based on the campaign request but fits parameters associated with the campaign request; and generating, by the processor, a report showing the results of the comparing.