- Mastercard Commerce Media has launched to leverage consumer-permissioned transaction data, giving 25,000 advertiser partners smarter targeting and delivering up to 22x ROAS across industries like retail, travel, and dining.
- Mastercard’s partnerships with Citi, American Airlines, Microsoft, and WPP will expand scale, reach, and brand integration.
- Retail media networks are surging, with spending projected to hit nearly $100 billion by 2028. Chase Media Solutions, which launched in 2024, is an example of how financial institutions are monetizing first-party data to serve personalized offers.
Mastercard announced that it will begin leveraging consumer-permissioned data via its new digital media network, Mastercard Commerce Media. The new media network will give Mastercard’s 25,000 advertiser partners access to transaction data from the 500 million enrolled consumers in order to power smarter, personalized commerce.
Through Mastercard’s proprietary Offers platform, advertisers can deliver tailored campaigns, such as cashback, discounts, and incentives, to audiences defined by their business goals. Using insights from consumer-permissioned data, Mastercard identifies the right customers and delivers relevant advertising content. Consumers can then activate offers on their enrolled card and complete the purchase, with Mastercard directly attributing the transaction to the campaign.
Beyond traditional cashback, Mastercard Commerce Media helps publishers strengthen brand loyalty by enabling programs where consumers earn rewards in a brand’s own cash currency, giving shoppers more purchasing power and brands deeper engagement. Looking ahead, Mastercard plans to expand distribution to new channels and deepen integrations across its broader services portfolio beginning in 2026.
Mastercard processed more than 160 billion transactions in 2024, and its new media network will deliver proprietary insights from transactions like these processed by Mastercard. Mastercard Commerce Media currently delivers a return on ad spend (ROAS) of up to 22 times for advertisers across retail, travel, entertainment, dining, and more.
“We understand how to connect advertisers to consumers and consumers to the products, services and experiences they value,” said Mastercard Chief Services Officer Craig Vosburg. “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. That means we’re not just well-positioned to bring a full-scale commerce media network to life—we’re best-positioned.”
Mastercard Commerce Media is launching in partnership with Citi, which will help the program grow faster, reach more users, and deliver more value. Mastercard already has ongoing ties with Citi, which will give Mastercard’s media network a head start in leveraging Citi’s infrastructure, customer base, and channels. Mastercard is also partnering with American Airlines, Microsoft, and WPP, which will help extend its footprint and connection to brands in the traditional media space.
As the use of consumer-permissioned data gains popularity across fintech subsectors, so too has the adoption of retail media networks. These networks allow institutions to monetize their first-party data by connecting brands with highly targeted audiences through trusted digital channels.
According to eMarketer, retail media networks will expand in the coming years. The firm estimates that retail media network spending will reach nearly $100 billion through 2028, reflecting both advertiser demand and consumer engagement with personalized content. An early trailblazer in the space is Chase Media Solutions, which launched in 2024 to leverage its transaction and cardholder data to serve personalized offers and marketing to its 80 million customers.
Photo by Collis
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