Mastercard has introduced a digital media network that utilizes permissioned transaction data to provide personalized advertising.
Mastercard Commerce Media aims to eliminate the guesswork in advertising by leveraging insights from the vast number of transactions processed each year—amounting to tens of billions. With a base of 25,000 advertisers and access to 500 million enrolled consumers, the network functions across owned channels, as well as bank and publishing outlets worldwide. Mastercard claims it can deliver up to a 22-times return on ad spend for advertisers in diverse sectors such as retail, travel, entertainment, dining, and everyday purchases.
The platform offers tailored promotions (cashback, discounts, incentives, advertisements) to specific audiences. Using insights from permissioned data, Mastercard identifies the right audience for each offer, aligned with parameters set by advertisers. Consumers can activate these offers on their enrolled cards and make purchases, which Mastercard can then directly attribute to the advertised content.
Craig Vosburg, Mastercard’s chief services officer, stated, “We understand how to connect advertisers to consumers and consumers to the products, services, and experiences they value. Mastercard Commerce Media is a natural extension of the trusted connections we’re known for and the work we already do across our unique suite of services.”
Mastercard is not alone in tapping into its transaction data for advertising; in the past year, both PayPal and JPMorgan Chase have launched similar initiatives.