American Express has launched Amex Ads, a digital advertising platform designed to help brands connect with its card members.
The charge and credit card group joins others in the financial services sector, including PayPal, Mastercard and Commonwealth Bank, leveraging financial data from customers.
The network will open contextual ads on AmexTravel.com and then expand to more Amex platforms.
Amex Ads aims to build off the foundation of Amex Offers which in 2024 drove $US15 billion in spend
"Powered by American Express Membership and building on the success of Amex Offers, Amex Ads harnesses the power of our direct relationships with card members and brands to benefit both," said Alexander Drummond, executive vice president and general manager of membership portfolio services at American Express.
"With Amex Ads, brands can reach card members with relevant content at exactly the right time, while maintaining the privacy, security and trust our card members expect."
Piloted earlier this year, American Express worked with brands including Marriott Bonvoy, Macy's and TUMI to develop campaigns that reached targeted card members with relevant, contextual ads as they booked travel on AmexTravel.com.
"In a world where every dollar of marketing spending has to work hard to deliver value, Amex Ads is a gamechanger for advertisers," said Jacob King, senior vice president and head of Amex Offers digital media at American Express.
"Our capability to measure sales uplift online and in-store can level the playing field, delivering tangible evidence of the advertising value delivered."
American Express uses first-party data to deliver targeted ads and messages to receptive and engaged customers.
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