Affinity Solutions has made its living for nearly two decades by providing loyalty programs to credit and debit card holders through banks.

This means it has the purchase histories of participants who have granted permission for the use of their records when they signed up.

This week, the New York City-based firm is making these purchase histories from customers at 4,000 US financial institutions available to outside brands through the launch of a Purchase-Driven Marketing Cloud.

The Cloud provides real-time data on purchase patterns, so that brands can identify and pitch the most appropriate potential customers. A brand’s own customers are identified, while others are anonymized.

The Cloud also makes it possible to track attribution to individuals, so that Starbucks, for instance, could know if Prospect 123 actually made a purchase after an ad or an email was delivered.

[Read the full article on MarTech Today.]