Citi buys Kard Financial to build its own financial media network

eMarketer reports that Citi acquired Kard Financial, instantly giving it a financial media network to rival Amex, Chase and PayPal. It can now monetize transaction data from 35 million cardholder accounts via targeted merchant offers.

Why it matters. Merchants gain a new paid channel to reach Citi’s 35 million cardholder accounts through verified transaction-based targeting, matching options already sold by Amex, Chase and PayPal.

Signal from emarketer.com · read the original.

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