Contact Center Industry News

TMCNet:  CardLinx™ Task Force, Chaired by Linkable Networks, Releases New Standard for Card-Linked Advertiser Insertion Order

[May 05, 2014]

CardLinx™ Task Force, Chaired by Linkable Networks, Releases New Standard for Card-Linked Advertiser Insertion Order

SAN FRANCISCO --(Business Wire)--

The 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 this standard.

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 Other prominent companies particiating in the task force include MicrosoftCardLyticsValPak/Cox Target MediaLiving 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 or follow CardLinx on Twitter or Facebook

About The CardLinx Association:

The CardLinx Association,, 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 (News - Alert), 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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