The fueling operations provider Gilbarco Veeder-Root is integrating VeriFone Systems Inc.'s payment technology, enabling EMV-chip card acceptance and media displays at gas pumps.

"The industry, as far as payment at the dispenser, is evolving and changing," said Dan Yienger, senior vice president within VeriFone, in an interview. Before, "you'd dip a card for credit or debit to pay for gas and watch the dispenser numbers roll…but we're bringing an enriched consumer experience to the pump."

VeriFone will handle payments as well as "enriched media" at the pump, presenting news and/or relevant offers for products in-store, said Yienger. VeriFone can serve up this content on 26,000 terminal screens installed in the U.S., reaching 95 million customer views per month.

Before the partnership, Gilbarco used its own payment technology. The two companies "have fairly comparable products for payment," said Steve Moule, president of Gilbarco for North America. "VeriFone will bring greater enhancements in terms of security levels and future-proofing us as the market goes through EMV."

Moule also said VeriFone is in a better position to bring mobile payments and contactless payments to the dispensers in the future.

Gilbarco's media operations, Outcast Media and Applause TV, will be merged into VeriFone's digital media businesses. 

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