Visa has cut a deal to license TrialPay's transactional advertising platform for a loyalty and offers program, the card brand announced in a Visa Tumblr post.
Visa invested in TrialPay as part of a $40 million Series C funding round in January 2012. (Google and Skype were also early investors in the company.) But Visa has no plans to buy out other investors, and TrialPay will remain independent.
A team from TrialPay, however, will join Visa as full-time employees to work on the loyalty platform that Visa hopes will "become a strategic and competitive differentiator for Visa," according to Ramon Martin, SVP Merchant Sales & Solutions at the card brand.
TrialPay's technology places relevant offers around online transactions, and uses transactional data to show the most relevant offers and ads to consumers. The company says half a billion consumers have used the TrialPay engine, which has served up offers that ultimately generated hundreds of millions of new transactions for merchants.