The MasterCard Financial Services Technology Company has officially presented MasterCard Commerce Media, its advertising business that will allow advertisers to take advantage of the data available to promote more intelligent and personalized advertising. It is a digital media network that will facilitate brands buy advertisements in the company’s properties, as well as publish ads with editorial partners.
In this way, Mastercard claims to make available to advertisers their authorized information, their reliable reputation, its technology and connections with advertisers, editors and consumers. The company currently has more than 500 million card holders registered globally and 25,000 advertisers registered in its promotion business, which gives access to exclusive data of more than 160,000 million transactions.
The Mastercard Commerce Media network includes both own channels and banks and other media worldwide. As the company has transferred in a statement, it currently provides a return of advertising investment (Roas) up to 22 times for advertisers in all categories, including retail trade, trips, entertainment, restaurants, etc.
The launch of the MasterCard advertising business relies on the company’s strategic alliances. Among them, the one established with the Citi financial entity; with the WPP advertising group, which allows the connection in the traditional media sector; or with Microsoft, with a view to exploring trade with AI agents. Mastercard’s intention is to include Copilot Studio in Mastercard Commerce Media and explore new purchase experiences.
“We understand how to connect advertisers with consumers, and these with the products, services and experiences that value“said Craig Vosburg, Mastercard Services Director.”Mastercard Commerce Media is a natural extension of the confidence connections that characterize us and the work that we already do in our exclusive range of services. This means that we are not only well positioned to give life to a large -scale commercial media network, but we are in the best position“
As the company points out in a statement, advertisers resort to Mastercard to offer personalized offers and content, such as reimbursements, discounts or incentives, specific audiences aligned with their commercial objectives. Mastercard uses the information you have to identify the right public for each offer, even connecting with consumers while traveling.
It also ensures that Mastercard Commerce Media drives brand loyalty. Programs can be structured where consumers obtain rewards directly in the brand currency, creating value for mutual benefit.
From Mastercard they point out that their differential proposal is based on an integral approach, its wide commercial coverage or its technology. It aims to have greater capacity in terms of attribution and measurement against retail average, a channel that, he points out, has a limited knowledge of consumer preferences and an inconsistent measurement between retailers and suppliers that compromises its effectiveness.
The company points out that the proposal will provide benefits and advantages for all agents involved. Thus, advertisers obtain transparency, safety and personalization; while editorial partners strengthen interaction and generate income. Consumers, meanwhile, will receive personalized and alienated content with their interests, achieving a more valuable experience.
