US-based payments infrastructure startup CardSpring has launched new payment network platform that allows developers to create applications for payment cards. The company has also secured USD 10 million in a Series A investment round led by venture capital firm Accel Partners and investor firm Greylock Partners to enable publishers to connect online advertising to in-store purchases.

CardSpring is a new Application Programming Interface (API) for the payment network that allows developers to add new functions to credit and debit cards by programming the payment network to link online applications to payment events. The API enables developers to turn existing offline payment-linked services like paper coupons, loyalty cards or receipts into software.

Moreover, by running in the payment network cloud, CardSpring allows developers to add applications to existing credit or debit cards without changing the store’s infrastructure, enabling websites or retailers to create online/offline commerce applications.

Furthermore, the CardSpring applications allow users of a review website to add a coupon application to their card by registering their card number and accepting the coupon, after which the website calls the CardSpring API to link the card to the application. When the registered card is used, the coupon is redeemed automatically and the CardSpring platform sends an API call to the review website, which in turn sends the user a text message or email to ask them to write a review about their experience.

Finally, with CardSpring platform, online publishers and advertisers can create card-linked marketing programs. When a consumer redeems an offer at a retail store, the card-linked application connects the purchase back to the online promotion.