"In digital advertising, a lot of that today is primarily just being able to see what happens online and not necessarily being able to see that 360-degree view of the spend,"
"We don't have short-term aspirations to be programmatic. This will be direct-sold content,"
"We're creating the right brand-safe environment for both our advertisers and our card members."
Amex Ads enables brands to buy display placements on American Express-owned properties, beginning with AmexTravel.com, and targets 34 million U.S. consumer card members using transaction and travel booking data. The platform is separate from Amex Offers and launched pilot campaigns earlier this year with Marriott Bonvoy, Macy's and TUMI. The offering joins other financial and commerce platforms leveraging first-party data for targeted advertising and positions commerce-driven ad revenue as a growing market. Amex emphasizes a closed-loop, authenticated, brand-safe environment, plans direct-sold inventory rather than programmatic sales, and intends to expand inventory across additional owned properties.
Read at Axios
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