CardLinx Association, which facilitates standards, interoperability,
and growth in the card-linked offers industry, today announced the
publication of an industry-wide protocol, the CardLinx™
Boar Standard, that provides a standard order format to digital
publishers for an offer, coupon, or loyalty program linked to a payment
card or payment credential.
Until now, merchants were required to develop multiple orders for each
card-linked offer because each order could only be delivered by a
specific publisher. The Boar Standard has developed a common format for
the industry which will enable a merchant or advertiser to place one
order per offer and have that same card-linked offer published across
multiple digital platforms including the web and mobile. As the number
of publishers increases, merchants and advertisers will be able to
increase the reach of their card-linked marketing campaigns by adopting
A task force chaired by Linkable Networks, a member of The CardLinx
Association, has completed a draft of the CardLinx™ Boar Standard, which
is now available for member comment at www.cardlinx.org.
Other prominent companies particiating in the task force include Microsoft, CardLytics, ValPak/Cox
Target Media, Living
Social, Bank of America, and MasterCard.
"We're looking forward to seeing the positive impact of the Boar
Standard on the card linked industry," said Tom Burgess, CEO of Linkable
Networks. "It simplifies the process through which companies can share
their offers and makes it easier for consumers to link their information
to payment cards and payment credentials."
"When merchants publish an offer, they want to make sure that it gets
seen by the broadest possible audience," said Silvio Tavares, President
and CEO of The CardLinx Association. "The Boar Standard provides
merchants and advertisers the opportunity to distribute
card-linked ads across multiple platforms for the first time."
To learn more about The CardLinx Association visit www.cardlinx.org or
follow CardLinx on Twitter or Facebook
About The CardLinx Association:
The CardLinx Association, cardlinx.org,
is the leading association for the card-linked offer industry. The
nonprofit group brings together leading merchants, digital publishers,
payment networks, and banks-including MasterCard, Discover, Microsoft,
Facebook, PayPal, and First Data, among others-to develop industry
standards that eliminate friction for consumers and merchants. CardLinx
members serve or represent over 6 million merchants, have issued over
1.9 billion payment cards, and serve consumers with over 200 million
card-enabled accounts and over 700 million active daily users.
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