‘Reach shoppers across multiple retailers with a single activation’: Afterpay teams with Yahoo for retail media play
Afterpay has teamed with Yahoo DSP to launch the Afterpay Media Network in Australia, allowing brands to access the company’s unique shopping insights to hit target audiences across multiple shopping channels.
Yahoo DSP (Demand-Side Platform) will power Afterpay’s Australia media network, using advanced ad technology to help brands connect with customers. Advertisers can reach shoppers online and in-store and deliver personalised ads, track sales, measure campaign performance, and gain insights – while keeping customer identities private.
This is a big data net. Last year, Afterpay Australia helped facilitate $13.4 billion in total sales, and connected 129,000 merchants with 3.5 million customers.
Initially, the Afterpay Media Network in Australia will focus on five key sectors: electronics, fashion, travel, entertainment and retail.
“We’re expanding upon our existing onsite ads business by launching an offsite audience extension solution with Yahoo DSP in Australia, enabling advertisers to reach Afterpay’s valuable audiences,” explained Marni Schapiro, global general manager of advertising and revenue at Afterpay.
“The Afterpay Media Network addresses industry challenges around fragmentation as advertisers will be able to seamlessly reach shoppers across multiple retailers with a single activation, and achieve closed-loop measurement, tying media exposures to sales outcomes.”
John McNerney, MD of Australia and Southeast Asia at Yahoo, added: “Commerce media networks are the fastest-growing segment in the industry, and the Afterpay Media Network is the first of its kind in this market.
“Advertisers want data that helps them reach the right audiences and understand how their digital campaigns influence actual purchases. Yahoo DSP is proud to help Afterpay unlock new revenue streams by providing advertisers with precise audience targeting and in-depth campaign measurement.”
A select group of partners including IPG, GroupM, Omnicom and Dentsu will participate in the network’s initial rollout.
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