Commerce Media Enables Brands to Target High-Intent Shoppers
· 10h ago · Originally reported by Mastercard
Commerce media platforms allow brands to reach consumers who are actively considering purchases, using data from retail and transaction environments. This approach leverages shopper intent signals to deliver more relevant ads at key moments in the buying journey.
Why it matters
Understanding commerce media is important because it helps advertisers spend more efficiently by focusing on people most likely to buy, improving return on ad spend.
Explain it like I’m new here
It's like showing ads for soccer shoes right when someone is looking at soccer balls in a store.
Read the original at Mastercard
Terms in this story
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.
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.
Reach
Reach is the number (or percentage) of unique people or households who saw an ad at least once during a campaign, as opposed to the total number of impressions.
Audience segment
An audience segment is a group of people or devices defined by shared characteristics, such as demographics, interests, purchase behaviour or intent, used to target or measure advertising.
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