Cardlytics announced the general availability of Cardlytics Rewards Platform (CRP), a new solution that provides publishers the opportunity to enhance their customer loyalty programs with card-linked offers. With CRP, a merchant with digital channels and a loyalty program can now become a publisher on the Cardlytics network and offer more value to their customers. This opens up Cardlytics’ supply to new verticals beyond financial services – such as retail and restaurants – and provides advertisers increased exposure, reach and engagement with consumers where they are already transacting. Publishers can also boost engagement with their customers by incentivizing them to earn rewards on their purchases and improving the shopping experience, helping to create a flywheel for CRP partners. CRP is an extension of Cardlytics’ core platform for financial institution partners, with the same advertiser offers flowing seamlessly to new publisher channels. Offers on CRP are delivered within a publisher’s loyalty program and targeted based on purchase data from a third-party vendor. After opting in to receive offers and connecting their bank account information, customers can activate offers and earn rewards in the form of the publisher’s loyalty currency, such as points or loyalty cash, which can be used for future purchases. Amit Gupta, CEO of Cardlytics said “By enabling our advertisers to become publishers, we are unlocking new opportunities for growth and redefining what it means to be a partner in our ecosystem.”