A loyalty publisher operates a rewards or points programme – such as a credit card, airline, or membership scheme – and offers members bonus points or rewards for shopping with participating advertisers through their platform. Unlike cashback publishers, rewards are usually points-based rather than cash, redeemable within the loyalty programme itself.
A frequent-flyer programme partners with an electronics advertiser, offering members 3 bonus points per dollar spent when they shop via the programme's portal. The advertiser pays standard commission to the network, and the loyalty publisher converts part of it into points for the member.
Cashback publishers give customers a visible cash amount back immediately, appealing to price-sensitive shoppers. Loyalty publishers offer points or miles redeemable later within their own ecosystem, which tends to appeal more to existing programme members motivated by accumulating rewards than by an immediate discount.
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