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Birdback is an app platform for payment cards providing a card-linked loyalty solution for financial institutions and the development opportunity for apps that consumers can add to their payment cards to be executed at the point of sale. Potential uses could include digital receipt generation, social network check-ins, or rewards. Birdback access is through a RESTful API supporting the development of card-linked applications. Birdback is first in Europe to let retailers, affiliates and publishers link in-store cashback, vouchers and loyalty schemes directly to customers’ payment cards. As a result, adoption is many times greater and marketers can gather a more detailed picture of their audience.