As the marketing world starts leaning toward valuing the end outcomes of advertising over intermediary proxies like clicks and views, nothing tells an outcome story like an end purchase.

And, it seems, nothing qualifies an end purchase like raw purchase data.

That is the theory according to Cardlytics, The 11-year-old, Atlanta-based company is using its network of banks, comprising 120mn accounts, to help advertisers verify purchase and target known customer behaviors.

In this video interview with Beet.TV, Carlytics chief marketing officer Dani Cushion says one way of describing the company is “a native ad platform built within banks’ digital channels” – a way for banks to power cashback offers to their own customers. But that’s not the whole story.

“For advertisers, we use purchase data,” she says. “We see about $2.8 trillion in purchase data through our relationships with the banks, and we use that to help marketers make more informed decisions based on where people are shopping.

“We can actually see … whether someone has actually made a purchase and truly whether it’s incremental or not.”

This summer, Cardlytics found that back-to-school shoppers who buyers from a brand both in-store and online spend 48% more than those who use only one of those channels.

This video is part of a series of interviews conducted during Advertising Week New York, 2019.  This series is co-production of Beet.TV and Advertising Week.   The series is sponsored by Roundel, a Target company.  Please see more videos from Advertising Week right here