A service from Cardlytics allows marketers to target customers with coupons and promotions linked with their bank statements; for example, a 20% discount certificate for a store could appear immediately below a recent charge from the same establishment. Macy's, Staples and McDonald's are among early clients, while banks are positioning the opt-out offering as a rewards service. "You're not guessing about who your audience is. I can guarantee you're reaching a fast-food customer or apparel shopper or moviegoer," Cardlytics' Hans Theisen says.

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