Citi Launches Commerce Media Platform Leveraging Transaction Data for Advertisers
· 1h ago · Originally reported by Beet.TV
Citi has introduced Citi Commerce Media, a new platform that uses its transaction data to help advertisers predict future consumer purchases. The initiative aims to shift advertiser focus from targeting potential customers to anticipating what existing customers will buy next.
Why it matters
This move highlights the growing trend of financial institutions entering the retail media space, using unique data to improve ad targeting and campaign effectiveness.
Explain it like I’m new here
It's like using your past grocery receipts to guess what you'll want to buy next week, so stores can show you better deals.
Terms in this story
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Commerce media
Commerce media is advertising sold by any business with transaction or shopper data, such as retailers, delivery apps, travel sites, payment companies and banks, not only traditional retailers.
Targeting
Targeting is choosing which people, contexts, places, devices or times should see an ad, so that the budget is spent on the audiences most likely to respond.
Go deeper
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