The platform, called Citi Commerce Media, draws on consumer insights gathered from the bank’s 70 million U.S. credit‑card customers and the roughly 6.5 billion transactions they generate each year, combining that data with paid‑media solutions and closed‑loop measurement tools.
According to the release, advertisers will gain deeper audience understanding, measurable business impact and brand‑safe environments, while customers will see personalized offers that match their spending habits. “Citi Commerce Media is an important step in advancing Citi’s strategy to create more connected, personalized experiences across our commerce ecosystem,” said Abhinav Anand, head of value cards, lending and commerce at Citi.
The rollout will be bolstered by Citi’s pending acquisition of Kard, a commerce‑media and rewards platform announced in August. The deal, subject to customary closing conditions, will keep both companies operating independently until the transaction closes. Anand added that the acquisition is expected to accelerate innovation and expand personalized experiences for customers while opening new engagement opportunities for brands and merchants.
Citi’s move follows a broader industry shift toward commerce‑media networks that link advertising exposure directly to shopping activity. PYMNTS reported in August that such operations can tie ad impressions to subsequent purchases, adding value beyond the margin on the merchandise itself. Earlier, Mastercard unveiled its own commerce‑media network in October, positioning the model as a way to stretch advertisers’ budgets and deliver more relevant content to consumers.