CardLinx Association has published the final versions of its first four standards to enable interoperability between the payments and digital marketing ecosystems. The standards have been developed by working groups of the global payment networks, merchants, banks, digital advertising publishers, payment processors, and card-linked offer technology companies.
Card-linking, an advertising channel that has been building momentum over the past year, delivers a discount or loyalty reward to a consumer’s payment card or mobile phone for automatic paperless redemption, without any codes or coupons.
The inaugural standards from CardLinx address common advertising insertion orders, digital ad attribution performance measurement, determining which among multiple offers to apply first, and a framework for fraud detection and reporting.
he following documents are now available at http://cardlinx.org/standards-2:
Boar Standardtm 1.0 – Card-Linked Offer Insertion Order
Hummingbird Standardtm 1.0 – Reporting Dashboard and Attribution Metrics
Cobra Standardtm 1.0 – Protocol Priority for Offer Redemption
Chameleon Standardtm 1.0 – Confirmed Offer Fraud Reporting Standard
A voluntary standards compliance program is also available.
The CardLinx Association 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.
For more data on CardLinx access CardData®. For information and commentary on CardLinx visit the searchable CardFlash® Library of more than 58,000 articles published since 1995. RAM Research® forecasts on CardLinx are available exclusively through CardWeb.com.®