This new mash-up of models brings anonymous consumer transaction data center stage.

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Every time a consumer makes a transaction using cards a transaction fee is charged to the merchant, a significant portion of which (the interchange fee component) is passed on to the card-issuing bank to compensate for the risk associated with lending and to fund membership reward programs.

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Consumer resistance to sharing transaction-level and location-based information is going down, as evidenced in various social media sources.

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