Mastercard vs Tillo

Uber Ads and WPP discuss capturing consumer intent

During an ADWEEK House fireside chat co-hosted with Uber Ads, industry leaders discussed the shift from linear customer journeys to real-time moments of consumer intent. Jess Shuraleff of Uber Advertising highlighted the collapsing consumer journey and the importance of capturing users at high-impact moments, such as when showing intent in delivery or rides apps. Gautham Pingalli of WPP Media emphasized reevaluating client strategies due to fragmentation and moving beyond traditional performance versus brand budgets. The panel referenced Uber Ads' partnership with Affinity Solutions, which showed that exposure to sponsored listings in the delivery app increased in-store sales. A Mastercard case study demonstrated success without a specific conversion goal, indicating the higher value of influence in transaction-led ecosystems. The discussion concluded with the need for new measurement strategies that focus on actions leading to outcomes.

• Uber Ads partnered with Affinity Solutions, a consumer purchase data provider, to demonstrate impact of commerce media on sales.
• Exposure to sponsored listings in Uber's delivery app increased in-store sales dramatically.
• Mastercard ran a campaign with Uber without a specific conversion goal and found success.

Mastercard mandates offline payments in Europe by 2027

Mastercard is mandating that all new cards and terminals in Europe support offline payments by spring 2027, following the April 2025 blackout in Spain and Portugal that left 55 million people without digital payment options. The technology leverages card chips to validate transactions locally via EMV standards, cryptographic signatures, and stored limits, with a €200 cap per transaction set by banks. Transactions are stored and forwarded once connectivity is restored. This initiative, already active in Denmark, Sweden, Estonia, and Latvia, is part of broader contingency planning, including the European Central Bank's development of an offline function for the digital euro.

• Mastercard mandates offline payment capability for all new cards by February 2027 and all new/replacement terminals by May 2027.
• Offline transactions are capped at €200 per purchase, with banks setting individual limits.
• Chip validates transactions locally using EMV standards, cryptographic signatures, and stored limits; transactions are stored and forwarded when online.

Mastercard and Tamatem Partner on Gaming Payments in MENA, Africa

Mastercard has partnered with Tamatem, a mobile games publisher in the MENA region, to enhance gaming payment experiences across the Middle East and Africa. Through this collaboration, Mastercard Gateway, available via Mastercard Merchant Cloud, will serve as the payment gateway for Tamatem Plus across more than 13 markets, with Saudi Arabia and the UAE being the first to launch. The integration enables players to use localized web stores and in-game checkouts via cards, local alternative payment methods, and telco wallet balances. Tamatem Plus currently supports over 30 localized storefronts and offers access to more than 50 local payment methods through a single integration. Mastercard Gateway will also provide 24/7 technical support, multiple local and international acquirer connections, and training and knowledge transfer. Tamatem CEO Hussam Hammo highlighted the partnership as a signal of what homegrown Arab technology can achieve globally.

• Mastercard and Tamatem partner to enhance gaming payments across MENA and Africa.
• Mastercard Gateway will become the payment gateway for Tamatem Plus in more than 13 markets.
• Saudi Arabia and the UAE will be the first markets to launch the integration.

Tillo wins big at the GCVA Awards as UK gift card market hits £10.7bn

Tillo wins two GCVA Awards as the UK gift card market reaches £10.7bn, highlighting significant growth and innovation in the sector.

Tillo Partners with Military Connect to Bring Everyday Savings Across the U.S. Military Community

Tillo partners with Military Connect to offer exclusive digital gift cards, providing savings for over 30 million U.S. military members and their families.

Tillo Partners with Military Connect to Bring Everyday Savings Across the U.S. Military Community

Tillo partners with Military Connect to offer exclusive digital gift cards, providing savings for over 30 million U.S. military members and their families.