Twitter has made a bold move to go beyond advertising by adding performance marketing to its portfolio via the purchase of CardSpring, the San Francisco-based startup. The acquisition price has not been announced. CardSpring had raised $10 Million since its launch in 2011.

One of the big tech challenges in the payments space has been to remake the credit/debit card to a “digital receipt” product that can not only process sales, but also leverage specific SKU information, location and customer behavior to add coupons, loyalty points, events and other ewallet items. That’s the challenge that Netscape Vet Eckart Walther gave himself several years ago in launching CardSpring with several others. The company has been positioned as a value add – some would say “middle man” — to both financial institutions and publishers providing marketing solutions for brands and SMBs.

CardSpring’s ambitious goal has been to enable merchants to write their own promotions; distribute them over CardSpring’s publisher network; and redeem and analyze the deal on their Point of Sales. The service’s “near” real-time analytics can show merchants where their redeemed promotions are coming from and what they bought.

CardSpring first got on the map via a 2012 partnership with payments leader First Data to provide check-in promotions at certain venues. More recently, it has also begun integrating with VeriFone’s POS network to enable developers to build their own card-linked services.

The launch of CardSpring Connect in September, 2013 – described as “Google Analytics for the retail world” was a milestone for the company. Foursquare and MOGL are among the most significant publishers providing CardSpring Connect to at least some of their merchant advertisers. Others include Thanx, Roximity, Moblico and OnStripe.

Twitter’s acquisition of CardSpring makes sense to us as Twitter positions itself as a real time marketing channel, and also a “common carrier” that can work widely across the board with key players in the space. This is consistent with CardSpring’s general positioning. The sale of CardSpring itself also suggests that it has been a difficult effort for an independent company to enlist partners for a middle man solution. It has also been difficult to differentiate itself among several other players providing similar features.

BIA/Kelsey looks deep at the SMB Loyalty and Data Space at Leading in Local: SMB Digital Marketing Sept. 22-24 in New Orleans, with such featured speakers as Groupon’s Dan Roarty, Perka’s Rob Bethge and Mercury Payment’s Randy Clark. You can register here.