As merchants and issuers weigh their digital payments options, traditional incumbents and new entrants alike are finding their offerings being scrutinized over how much they offer — and whether they even fit with the company's existing payments strategy.

With MasterCard's recently unveiled MasterPass wallet, card issuers and merchants say the control of brand identity and transaction data that the service provides makes it stand out among products like Visa's and Google Wallet, both of which have also made moves to signal their friendliness to banks and merchants.

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