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Crain’s Chicago Business has a story about a company called Cardlytics, which is taking an aggressive approach to targeted marketing. Here’s how the story describes it:

“Imagine signing in to your online-banking account and finding promotions linked to your transactions. Underneath a transaction for a restaurant, there's an offer from that eatery for $10 cash back when you spend a minimum of $20. And underneath a purchase at an apparel chain, a rival offers 15% cash back for shopping at its store or website.”

According to the story, Cardlytics “claims that advertisers, consumers and financial institutions are fast embracing this new advertising model (and) says it has run more than 100 marketing campaigns reaching nearly half a million customers. By the end of the summer, the company expects to have 50 to 70 financial institutions on board, reaching some 10 million customers by the end of the year.”

While the company acknowledges that there are privacy concerns, it addresses them by saying that the individual card data remains behind the banks’ firewalls ... it is simply serving as a matchmaker based on data sets. And, it says, customers can opt out of the program...though in tests, the opt out rate has been under five percent.

Cardlytics gets paid for performance - it only gets a fee when customers redeem a coupon or use a coupon code.
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