First Data's OfferWise platform, which allows consumers to obtain discounts linked to a pre-enrolled payment card, is now linked to Microsoft's Bing search engine.

The Atlanta, Ga.-based payment processor says OfferWise supports Bing Offers Card-Linked, which consolidates local deals from numerous retailers.

"We believe the card-linked applications space is an exciting area of innovation where we continue to be focused," says Dom Morea, senior vice president of advanced solutions and innovation for First Data.

"Microsoft is an important addition to the roster of publishers using our capabilities with the First Data OfferWise solution to transform merchant marketing, advertising and offers," Morea states in an Oct. 7 press release.

First Data's technology also supports the Foursquare social network's merchant deals.

With Bing Offers Card-Linked, consumers select an offer and link it to a card account instead of printing out a coupon, First Data says. The merchant deal is redeemed when that card is swiped to purchase the promoted item.

"We're focused on connecting digital advertising to the physical world and doing so in a way that minimizes friction for merchants and consumers so they can engage with each other in valuable ways," Erik Jorgensen, general manager of local advertising with Microsoft Corp., states in the release.

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