Sallie Has An Ad Business And Meta Is Declining Credit Cards | AdExchanger

"Meta has confirmed rumors that next month it will begin requiring advertisers to pay by invoice, no more credit cards. The secret cashback and rewards loophole, whereby founder-marketer types earned credit card points on their marketing spend, is collateral damage in Meta's much larger fight against fraud and misuse of its ad platform."

"Backpack Media brings a unique combination of education and financial signals that allows us to project [students'] future trajectories. The audience stays within our closed ecosystem, and campaigns will be managed service rather than allowing advertisers to take Sallie audience segments and use them to target on external platforms like The Trade Desk."

Meta is discontinuing credit card payments for advertisers next month, requiring invoice-based transactions instead. This change targets fraud prevention and eliminates the practice of marketers earning credit card rewards on ad spend. Simultaneously, Sallie Mae has launched Backpack Media, a retail media network that leverages unique education and financial signals to project student trajectories and serve targeted advertisements. The platform operates as a closed ecosystem with managed service campaigns across owned properties including sponsorship pages and homepages. Sallie Mae is partnering with DSP and SSP partners to expand reach across audio, CTV, online video, and digital out-of-home channels, though audience segments remain restricted within their closed network rather than available for external targeting.

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