rewards that are comparable to those of a credit card But who pays for those rewards? With a credit card, my rewards are a partial kickback of the fees charge

rewards that are comparable to those of a credit card But who pays for those rewards? With a credit card, my rewards are a partial kickback of the fees charged to the merchant. Those aren't present in a debit transaction, which may have just a small per-transaction fee that doesn't vary with purchase amount. Where does that money come from? Is the plan based on selling demographic or purchase history data to third parties?