Karen, as you have noted the card-linked offerings have had significant challenges predominantly in getting merchants to provide compelling value in the medium. This challenge is driven by 1. Low cost alternatives in digital to deliver multimedia ads to market products to scaled categories of users, and 2. inability to deliver the ads/offers in the context of product search, or target market activity on digital properties. Online banking is not a great place to deliver offers, given that the customer is not really in a buying mindset at that time. Offer alerts have 2 challenges, how often does the bank want to send offers and how many offers does the bank customer want to receive. If the offers are the same as the consumer receives in every other channel, the convenience of card-lined-redemption is not very exciting. Enriching card data, and advanced predictive data approaches can help infer the additional potential of a customer for a merchant, but frequently this runs into trouble as the merchant wants to drive business in specific store departments, or leverage brand budgets in product centric offers. Mobile is a terrific medium and FB and others are driving significant advances in ad revenue from mobile. Enriched card data, and card redeemed offers can be potent assets, but they are genies trapped in a difficult bottle in the hands of banks and networks competing with the available tonnage of exposure opportunities, and the fact that multiple impressions are typically required to drive a purchase or material change in behavior. The solutions in the space will come from compelling/new products that can be created for the consumer from cross-customer data trends (like credit bureaus did for lending efficiency) and connecting this data with other venues for ad delivery where it helps fix re-targeting and other material consumer issues, and lets the advertiser properly understand the incremental potential business with the customer. Can advertising be a welcomed by the consumer? It's possible, but going to take giving the advertiser scaled impact, and the consumer exceptional value.