Mastercard makes bigger grab for commerce media dollars with new network

"Mastercard announced a new commerce media offering that leverages permissioned data and technology from the payments giant, promising more personalized offers and end-to-end measurement for advertisers, according to a press release. Mastercard Commerce Media draws on Mastercard's 500 million enrolled customers and existing base of 25,000 advertisers for scale. The platform is supported by partnerships with Citi, WPP, American Airlines and Microsoft, which are positioned as key to future expansion plans."

"Mastercard is making a bigger grab for advertisers' dollars with its new digital media network, which leverages complementary capabilities from across the payment firm's portfolio, such as card-linking technology, personalization from Dynamic Yield and media optimization from its marketing services division. While investments in commerce media have steadily accelerated, measurement and attribution are widely regarded as pain points. Mastercard is touting its view into permissioned data linked to 160 billion annual transactions as a way to improve precision and personalization for brands."

"That data lets the network identify the right audience for an advertiser's offer, with Mastercard able to attribute any purchases made directly to the content. The company claims that its network produces up to 22-times return on ad spend for verticals including retail, travel, entertainment and dining. Mastercard Commerce Media does not replace the company's existing offers business, according to a spokesperson. Instead, it looks to build on a foundation created by those services, which have accrued large advertiser and enrolled consumer bases over the past decade-plus."

Mastercard launched Mastercard Commerce Media, a commerce media network that uses permissioned payment data and technology to deliver personalized offers and end-to-end measurement for advertisers. The network leverages 500 million enrolled customers, 25,000 advertisers and partnerships with Citi, WPP, American Airlines and Microsoft for scale and expansion. The platform integrates card-linking, Dynamic Yield personalization and media optimization from Mastercard's marketing services. Permissioned data tied to roughly 160 billion annual transactions is used to identify audiences and attribute purchases directly to ads. Mastercard claims the network can produce up to 22-times return on ad spend across retail, travel, entertainment and dining. The offering complements, rather than replaces, existing offers services.

Read at Marketing Dive