"Tinuiti's Big Bets for the CMO in 2026 report highlights AI-powered, financial-data-driven business media networks as the next major disruption in B2B marketing. Rather than relying on "looks like" intent, marketers can anchor targeting and measurement in transactions. Financial media networks are retail media networks (RMNs) for banks, payment platforms and financial tools. They use first-party transaction data to power targeted advertising. Companies in this space build media networks based on real spending patterns, not just web behavior or downloads."
"The key difference from RMNs is that, instead of focusing on cart-level data and SKU-level sales, financial media networks are rooted in payment behavior across multiple suppliers and categories within the same business. Dig deeper: 7 tips for building a B2B social presence that actually works RMNs' strength is shopper identity and product data. They know which households browse, add to cart and purchase, and can connect ad exposure back to in-store and online sales."
High-quality B2B leads carry substantial value, but finding genuinely interested buyers with real authority is time-consuming. AI-powered, financial-data-driven business media networks use first-party transaction data from banks, payment platforms and financial tools to power targeted advertising. These networks build audiences based on category spend, distinguish consumer versus business transactions, and activate campaigns on owned surfaces or extend audiences into programmatic inventory. Unlike retail media networks focused on cart-level SKU data, financial media networks are rooted in payment behavior across suppliers and categories within the same business. Retail media networks retain strength in shopper identity and product-level attribution.
Read at MarTech
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