Mastercard Unveils New Platform for Targeted Ads, Projected $100B by 2028
Mastercard has introduced Mastercard Commerce Media, a new platform that harnesses consumer-approved transaction data for targeted advertising. The platform boasts up to 22x return on ad spend (ROAS) and is forecasted to reach nearly $100 billion in spending by 2028.
Mastercard Commerce Media utilizes insights from over 160 billion transactions processed in 2024 to deliver exclusive insights. It strives to identify the right consumers and deliver relevant advertising content, such as cashback, discounts, and incentives.
The platform, launched to harness consumer-approved transaction data for smarter targeting, is expected to expand distribution to new channels and deepen integrations across Mastercard's broader services portfolio beginning in 2026. It will enable Mastercard's 25,000 advertiser partners to reach specific audiences effectively.
Mastercard has partnered with financial institutions including Banamex and Siam Commerce Bank to expand its new retail media platform. Additionally, it has formed alliances with Citi, American Airlines, Microsoft, and WPP to enhance the reach and scale of Mastercard Commerce Media. Chase Media Solutions, launched in 2024, serves as an example of financial institutions monetizing first-party data for personalized offers.
Mastercard Commerce Media, with its promise of up to 22x ROAS and projected $100 billion spending by 2028, is poised to transform retail media networks. By leveraging consumer-approved data and expanding partnerships, Mastercard aims to deliver tailored campaigns and enhance advertiser experiences.
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