Retailers will respond to banks loyalty spend initiatives, but “redemption” will largely be online (restricted merchandise lists) because retailers do share data at the point of sale. Banks and the Networks are attempting to expand Card Linked offers into the advertising space, but this means someone will have to sell retailers and construct campaigns. Neither Banks nor the Networks are adept at selling retailers anything, there will be need for 3rd party ad exchange (ex freemonee) where advertisers can bid to place across multiple issuers (ie each issuer control cards). These Ad Exchanges will be slow to mature because there is no proven CPA for card linked offers and merchant profitability Continue reading →