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In today’s competitive business environment, gift card programs have become essential revenue and marketing tools for merchants across nearly every industry. A modern gift card program includes both physical and electronic gift cards, offering consumers a convenient, flexible alternative to traditional currency.

Traditional advertising is facing growing skepticism from companies seeking more effective ways to drive results. TV, radio and print campaigns often require significant up-front investment with limited visibility into actual performance. Even digital ads can be difficult to accurately measure return on ad spend, and much of it is easily ignored or blocked.