Afterpay has announced the launch of the Afterpay Media Network in Australia, set to go live in November 2024. This new advertising solution is developed in collaboration with Yahoo’s Demand-Side Platform (DSP) and aims to offer brands enhanced opportunities to reach consumers through both digital and physical retail channels.
The Afterpay Media Network will provide advertisers access to Afterpay’s anonymized shopping data, enabling them to target specific audiences across a variety of platforms. Through Yahoo DSP’s advanced omnichannel capabilities, brands can deliver personalized advertisements, measure campaign performance, and gain insights into customer behavior, all while maintaining data privacy.
Bridging Digital and Physical Retail
The partnership with Yahoo DSP allows Afterpay to blend the digital and physical shopping experiences. By leveraging Afterpay’s in-store and online consumer data, advertisers can create targeted campaigns that span both ecosystems. This collaboration offers brands the ability to measure sales, track consumer engagement, and refine their strategies based on real-time data insights.
In 2023 alone, Afterpay facilitated $13.4 billion in total sales in Australia, connecting 129,000 merchants with 3.5 million customers, according to the Afterpay Economic Impact Report. The new media network will capitalize on this consumer insight, offering businesses a comprehensive advertising solution that connects them directly to Afterpay’s extensive customer customer base.
Focus on Key Retail Sectors
At launch, the Afterpay Media Network will focus on five primary sectors: Electronics, Fashion, Travel, Entertainment, and Retail. Advertisers in these industries will be able to access Afterpay’s valuable audience data, helping them connect with consumers more effectively and drive brand loyalty.
The platform will allow brands to reach customers across multiple retailers with a single activation, improving campaign efficiency and reach. Advertisers will also benefit from closed-loop measurement, enabling them to tie media exposure directly to sales outcomes.
Privacy and Data Security
Afterpay has partnered with LiveRamp to ensure consumer privacy and data security, with protections such as multi-factor authentication and encryption in place. LiveRamp’s expertise in data collaboration will enable advertisers to use Afterpay’s audience data while keeping customer identities secure. Consumers will also have the option to opt-out of sharing their personal information at any time.
Yahoo DSP, which powers the Afterpay Media Network, brings advanced technology and privacy-centric identity solutions to the collaboration. John McNerney, Managing Director of Yahoo Australia and Southeast Asia, emphasized that commerce media networks are a fast-growing segment, and this partnership allows advertisers to connect with Australian consumers in a meaningful way.
Marni Schapiro, Global General Manager of Advertising and Revenue at Afterpay, highlighted how the Afterpay Media Network addresses challenges faced by advertisers in the fragmented retail landscape. By combining Afterpay’s consumer data with Yahoo DSP’s technology, brands can seamlessly engage with shoppers across multiple platforms and retailers.
About Afterpay: Afterpay offers customers a flexible payment solution, allowing them to buy products immediately and pay over time. Operating across Australia, New Zealand, Canada, the United States, and the United Kingdom, Afterpay is a wholly owned subsidiary of Block, Inc. Web: https://afterpay.com
About Yahoo DSP: Yahoo offers omnichannel advertising solutions that leverage advanced technology to connect brands with audiences in trusted environments globally.
About LiveRamp: LiveRamp is a leader in data collaboration and privacy, helping brands build secure and transparent advertising solutions that prioritize consumer trust.
Web: https://liveramp.com/
