American Express & Facebook have rolled out a program that allows the credit card giant’s Membership Rewards customers to redeem points for ads on the social-media website.

The program is primarily targeted at small-business owners via American Express OPEN, but it’s also open to millions of other AmEx card holders, says Ed Gilligan, vice chairman at American Express.

The ads-for-points concept could impact greatly on both the credit card and social-media worlds. It’s the first time a major company has linked social-media advertising with currency for customer rewards but the question on everybody’s lips is will it work?

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