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MasterCard Puts Points on the Board

Loyalty marketer MyPoints.com Inc. signed a three-year, multi-million-dollar pact making MasterCard International a preferred provider on its site and linking the companies for integrated marketing initiatives to reach consumers both online and off.

Not only will MasterCard be the preferred payment provider on the MyPoints Shopping! network, but also MasterCard becomes a MyPoints.com client, enabling it to market its MasterCard Exclusives Online program to the MyPoints' member base of more than 15 million Internet users.

Members will be rewarded with MyPoints currency as they learn about and take advantage of MasterCard Exclusives offers.

Financial specifics of the deal were not disclosed.

The alliance follows MyPoints.com's July introduction of its MyPoints MasterCard card, powered by NextCard.

"Utilizing the MyPoints member base, we will be able to expand our MasterCard Exclusives Online program by marketing to millions of incentive-driven consumers," said Nicholas Utton, chief marketing officer at MasterCard.

The MyPoints Network features an opt-in database of members and provides advertisers with an integrated suite of rewarded media products -- including enhanced e-mail and dynamically served Web offers -- through which to target, acquire and retain customers.

MasterCard is an association comprised of 22,000 member financial institutions serving consumers and businesses, both large and small, in 210 countries and territories.