Cardlytics, a card transaction analytics and marketing company based in Atlanta, is crossing the Atlantic for the first time to partner with U.K. holding company Lloyds Banking Group.
The partnership marks the first large-scale implementation of card-linked marketing outside the U.S., according to Cardlytic's Wednesday press release. Cardlytics uses data about purchases customers make on their debit and credit cards to help advertisers create targeted marketing campaigns that reach customers via online and mobile banking applications.
Lloyds' banking units include Halifax, Lloyds TSB and Bank of Scotland. It had roughly $1.4 trillion assets in U.S. dollars as of June 30.
"Cardlytics has been a great success in the U.S., and will be in the U.K. as well," Cardlytics' U.K. managing director Charlie Humphreys said in the release. "The U.K. is one of the most advanced retail banking and retail markets, so launching our platform here makes absolute sense. We look forward to working with banks, retailers and consumers to extend the benefits of card-linked marketing to all."
Cardlytics partners with nearly 400 financial institutions, including Bank of America, PNC Bank and Regions Bank.