"The announcement was timed to the start of Advertising Week New York. Amex Ads is powered by the payments provider's first-party data, drawn from a base of 34 million U.S. card carriers, and touts a suite of measurement and brand-safety features. Luxury luggage maker Tumi and hospitality chain Marriott are among the brands seeing early success with the network's offerings."
"Payments giants are staking a larger claim in the booming field of commerce media, with American Express and Mastercard unveiling competing ad networks within a week of each other. Both of these bets seek to build on the firms' existing offers businesses, where they help brands better tailor rewards and content to cardholders, with the addition of new ad formats and the kinds of sophisticated measurement tools that are expected from digital platforms with scale."
American Express launched Amex Ads, an ad network built on its offers business and timed with Advertising Week New York. Amex Ads uses first-party data from 34 million U.S. card carriers and includes measurement and brand-safety features. Early pilots with Marriott and Tumi delivered positive contextual campaign results. The launch follows a similar ad-network announcement from Mastercard, reflecting a broader commerce media trend of payments firms monetizing first-party customer data. The offers segment drove $15 billion in spending last year, providing a foundation for Amex Ads to start on the travel site and expand to other high-intent platforms.
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