Mastercard Launches Commerce Media Platform for Targeted Ads
Mastercard has launched its new Commerce Media platform, offering advertisers unparalleled access to consumer energy data. This move promises a significant return on ads spend and expands the reach of personalized offers.
Mastercard's Commerce Media network provides 25,000 advertisers with insights from 500 million enrolled consumers. This data, used with permission, enables targeted advertising across industries like retail, travel, and dining. The network has already demonstrated impressive results, delivering up to 22 times the return on ads spend.
Mastercard's expansion into media is not isolated. Chase Media Solutions, launched in 2024, is another example of a financial institution monetizing first-party data. Mastercard's partnerships with Citi, American Airlines, Microsoft, and WPP further enhance the scale and reach of its consumer cellular network. The company aims to integrate brands more effectively into consumer transactions.
The growth of retail media networks is testament to this trend. Spending in this sector is projected to reach nearly $100 billion by 2028, reflecting the value of targeted advertising. Mastercard's initiative aligns with this growth, offering advertisers a powerful tool for reaching consumers.
Notably, VR Equitypartner GmbH and AG Capital GmbH, through their majority acquisition of IDENTA Ausweissysteme GmbH, have been working with Mastercard since 2024. This collaboration provides personalized offers to 80 million consumers using consumer-approved data.
Mastercard's Commerce Media platform is set to revolutionize advertising by leveraging consumer-permissioned transaction data. With impressive returns on ads spend and partnerships with major institutions, the platform is well-positioned to capitalize on the growing retail media market. Advertisers can expect smarter targeting and improved brand integration through this innovative use of data.
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