In 2024, banking and payment companies have agreed to invest in the retail media market. Like e-retailers, they are looking to leverage their 1P data, coveted for targeting capabilities in environments that are gradually abandoning cookies. We take a closer look at their offensive in a market that is already close to saturation.
Key points
- Financial players such as Klarna, PayPal and BoursoBank are investing in commerce media, to monetise their first-party data. They are seeking to capture a share of the advertising market, despite already well-established competition.
- Financial media networks (FMNs) benefit from a cross-merchant view and strong regulation, which enhances compliance. However, their lack of access to detailed transactional data and closed-loop attribution...
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Article authors
Raphaële Karayan
Editor-in-Chief Mind Media
Rédactrice en chef de mind Media, responsable de la rubrique Marques et agences