Business Breakdowns
Episode 17 Cardlytics: The Ad Platform with Purchasing Power
Business Breakdowns

Episode 17: Cardlytics: The Ad Platform with Purchasing Power

Business Breakdowns

Episode 17

Cardlytics: The Ad Platform with Purchasing Power

Cliff Sosin is the founder of CAS Investment Partners. We cover what makes Cardlytics' value proposition so valuable to the ecosystem, how Cardlytics' measurement capabilities differ from Google, and what is needed for Cardlytics to reach its full potential.

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[00:02:33] - [First question] - What Cardlytics does and their scale

[00:06:51] - What happens from a consumer perspective when using their service?

[00:08:14] - Numbers around the current scope of the business today

[00:08:40] - Comparing Cardlytics to Google and Facebook’s advertising models

[00:11:01] - History of the company and how they gained access to bank transaction data

[00:15:20] - Revenue splits, gross profits, and companies that have had success using them

[00:19:23] - Potential risk to the company if banks were to start offering this service in house

[00:23:02] - Possible parallels between Visa and Cardlytics as a transaction protocol for banks

[00:25:15] - Whether or not brand matters for them

[00:26:15] - Lessons learned about network effects and whether or not it applies

[00:30:24] - What opportunities excite him about improving the Cardlytics platform

[00:35:24] - The role that data and predictive algorithms could play in perfecting the user experience and business scale

[00:39:45] - Reasons Cardlytics could slip and reverse their progress or fail writ large

[00:44:17] - What one question he’d like to answer to improve the business

[00:46:38] - Lessons he’s learned about data privacy

[00:47:34] - What is impressive about Cardlytics through the lens of leaders and management

[00:50:39] - Whether or not his views on investing have changed in regards to the quality of management

[00:51:57] - What they would have to do and where they would have to spend to grow the business over the coming decade

[00:54:41] - Neobanks posing a potential threat to the tech stack they’ve build

[00:59:13] - Lessons for operators in building a business when studying Cardlytics’ story

[01:02:10] - Lessons for investors when studying Cardlytics’ story

Cardlytics: The Ad Platform with Purchasing Power

Introduction

Patrick
Today, we will be diving into Cardlytics. Founded in 2008, Cardlytics operates as an advertising platform integrated with a digital channels of banks. It allows advertisers to identify potential customers from their spending habits and reach those customers directly within their mobile banking applications.

Today, Cardlytics is one of the largest digital ad platforms, seeing data on 50% of every card swipe in the US. To help break down Cardlytics, I'll be joined by Cliff Sosin, founder of CAS Investment Partners. During our conversation, we touch on what makes Cardlytics value proposition so valuable to the ecosystem, how Cardlytics measurement capabilities differ from Google, and what is needed for Cardlytics to reach its full potential.

Throughout our conversation, Cliff gives a great perspective on how this management team brought unique insight to this opportunity, but then faced struggles as the company started to scale. His understanding of the history of the business shines throughout the discussion. I hope you enjoy this breakdown of Cardlytics.

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