\n
For a few years, it seemed like every company that could create a retail media network would\u2014so much so that retail media outgrew its original moniker and instead became known as commerce media.<\/p>\n
Why not try to get a bigger piece of the pie when, per WPP\u2019s 2025 forecast, commerce media could account for nearly a fifth of total ad revenue by 2030?<\/p>\n
Last October, Mastercard officially debuted its own offering, Mastercard Commerce Media, joining the ranks of the financial institutions jockeying for some of those ad dollars.<\/p>\n
To hear it from Nili Klenoff, executive vice president of Commerce Media at Mastercard, doing so wasn\u2019t simply a matter of getting skin in the game. Instead, the push into commerce media marked an evolution of the company\u2019s existing personalized card-linked offers business.<\/p>\n
\u201cWe took a look at our solution and said, \u2018This is really fit for purpose for this moment,\u2019\u201d Klenoff told us at CES. \u201cIt\u2019s now about taking that and evolving that into a broader value proposition, supporting more kinds of content\u2014not just incentives and discounts, but also digital ads\u2014and then having the ability to flex between an ad to build awareness or a well-timed incentive at the right moment to actually drive the conversion.\u201d<\/p>\n
Swing and a\u2026 pitch: <\/strong>Mastercard\u2019s pitch to marketers hinges on the breadth of its data, which amounts to \u201croughly 160 billion transactions\u201d annually, per Klenoff, along with its scale, and the company\u2019s \u201cproprietary technology\u201d in the form of its card-linking, which means that incentives are linked to a customer\u2019s card.<\/p>\n\n
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\u201cThe card-linking piece actually really allows us to link the incentive the consumer takes an action in the experience of the publisher, and then by taking that action, they\u2019re actually\u2013our system is linking the incentive to the card, but it\u2019s also allowing us to do the attribution and the incrementality on the back end,\u201d Klenoff said.<\/p>\n
In action, that could look like a consumer looking to dine out and being influenced on where to go after seeing a personalized offer from a restaurant brand, Klenoff offered as an example. \u201cThat\u2019s truly the incrementality,\u201d Klenoff said of the hypothetical use case. \u201cAnd so that card-linking piece, again, was a clear differentiator. And then the hyper-personalization we\u2019ve been investing in algorithms for years based on the insights from the data.\u201d<\/p>\n
Benefit in waiting: <\/strong>The continued growth of commerce media hasn\u2019t been without growing pains. The volume of ad networks today coupled with budget concerns and frustrations about the lack of standardization when it comes to measurement and attribution are just a few of the issues giving some marketers headaches.<\/p>\nUnderstanding some of those issues ahead of creating Mastercard\u2019s Commerce Media offering \u201creinforced\u201d how the company thought about its assets and the value of entering the space now, Klenoff said.<\/p>\n
\u201cA lot of the retail media networks, they\u2019re retailers, right? They have a lot of data. But they weren\u2019t necessarily packaging up that data, exporting that to provide a service to customers,\u201d Klenoff said. \u201cData is what we do at MasterCard. It\u2019s in our DNA.\u201d<\/p>\n<\/div>\n
Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"For a few years, it seemed like every company that could create a retail media network would\u2014so much so that retail media outgrew its original moniker and instead became known as commerce media. Why not try to get a bigger piece of the pie when, per WPP\u2019s 2025 forecast, commerce media could account for nearly […]<\/p>\n","protected":false},"author":1,"featured_media":23119,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-23118","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n
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