FICO is joining The CardLinx Association, which develops standards for card-linked offers.
CardLinx's other members include MasterCard, Discover, Microsoft, PayPal and First Data. "FICO is a long-time innovator in the card industry and a perfect fit among the payments and digital advertising leaders that comprise CardLinx," said Silvio Tavares, CEO of CardLinx, in an Oct. 15 press release.
FICO, or Fair Isaac Corp., provides predictive analytic technologies that can be used to target card-linked offers.
"Making offers relevant, timely and personal for each consumer will be critical to the success of any card linked offer program," said Matt Beck, vice president of marketing solutions at FICO, in a press release. "The space is evolving rapidly, with the mobile channel becoming the primary way consumers link offers to cards."
This year, CardLinx, which is based in Burlingame, Calif., began holding meetings in London and Toronto to facilitate the development of standards in Europe and Canada.