
"American Express announced the launch of Amex Ads. The platform will allow brands to tap into its extensive trove of first-party customer data, with the opportunity of targeting audiences of up to 34 million US cardholders. Duolingo also joined the party, with the launch of a direct ad sales platform which allows advertisers to buy premium in-app inventory and custom ad formats."
"We're also seeing significant collaborations within the retail space: on Tuesday, Walmart announced a partnership with OpenAI which will allow the retailer's customers to complete purchases from Walmart directly within the AI company's chatbot. Walmart says it will shift the retail experience "from reactive to proactive", as AI "learns, plans, and predicts, helping customers anticipate their needs before they do"."
"Walled garden retail media platforms offer advertisers significant opportunities. An obvious positive is guaranteed brand safety. There's no risk of problematic placements, such as showing ads alongside misinformation or hate-fuelled speech. A safe context for placements is pretty much guaranteed. Delving into the data side, walled garden retail media gives advertisers access to high-quality first party data. Logged-in, verified purchase data. Targeting can be incredibly precise, as it's tied to verified purchase behaviour a"
American Express launched Amex Ads to let brands access first-party customer data and target up to 34 million US cardholders. Duolingo introduced a direct ad sales platform for premium in-app inventory and custom formats that emphasize brand-safe character-driven experiences. Mastercard launched Mastercard Commerce Media leveraging 500 million customers. Walmart partnered with OpenAI to enable purchases within the AI chatbot and to shift shopping from reactive to proactive using AI prediction. Walled garden retail media ensures brand safety and supplies logged-in, verified purchase data for precise targeting tied to purchase behavior. First-party data, brand safety, and AI integrations are reshaping retail advertising.
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