Scale, Data and Trust Differentiate Our Expansion Into Commerce Media: Mastercard's Jill Moser скачать в хорошем качестве

Scale, Data and Trust Differentiate Our Expansion Into Commerce Media: Mastercard's Jill Moser

Mastercard is formally entering the fast-growing commerce media space. But unlike newer players chasing a trend, the company says its move builds on a decade of experience linking advertisers and consumers through transaction-level data. Jill Moser, senior vice president of commerce media at Mastercard, said in this conversation with Beet.TV contributor David Kaplan, the foundation was laid years ago with the company’s card-linked offers program. That initiative, she said, “was the birth child” of Mastercard’s current efforts: connecting advertisers with consumers while ensuring a strong return on ad spend through precise targeting and closed-loop attribution. “We’re not doing it now because it’s fashionable,” Moser said. “We’re doing it because the ecosystem is seeking a player that can provide that kind of attribution the way Mastercard can.” Scale and data as competitive advantages Mastercard’s global scale and the unique vantage point it provides into real-world consumer behavior, Moser said. The company processes roughly 160 billion transactions annually, generating insights that help advertisers understand not just what happens within a single merchant ecosystem, but across merchants, online and offline channels and even borders. That breadth of visibility, she said, “is what makes us different from others -- understanding things on a much broader scale.” Mastercard’s approach, Moser added, rests on three key differentiators: Unmatched scale in global and local transactions Data-driven insights powered by trusted relationships with publishers and advertisers Closed-loop attribution, enabling brands to measure actual purchase outcomes rather than rely on modeled assumptions “We’re able to provide actual return on ad spend metrics,” she said. “It’s not guesswork anymore.” Expanding through strategic partnerships Mastercard’s new commerce media initiative launches with several prominent partners spanning advertisers, publishers, and technology. On the advertiser side, the company has forged a strategic partnership with WPP, leveraging the agency network’s global reach to deliver measurable performance for clients. On the publisher side, Mastercard is collaborating with Citibank, American Airlines, and Microsoft—the latter especially relevant, Moser noted, amid “all the excitement around generative AI” and the ways consumers may shop within emerging digital environments. “We are open for partnership,” she said, pointing to ongoing conversations with agencies, ad tech companies and supply-side platforms (SSPs) that align with Mastercard’s commitment to brand safety and trusted data use. Trust and privacy by design Looking ahead, Moser said advertisers are increasingly demanding transparency and accountability from media partners, values Mastercard aims to make central to its offering. “Mastercard is built on trust. We don’t exist without it,” she said, underscoring the company’s privacy-by-design principles. As marketing budgets tighten, she expects brands to gravitate toward partners who can deliver verified, privacy-safe outcomes. “For too long, there’s been guesswork in advertising,” Moser said. “As budgets get challenged, advertisers will choose partners who can prove efficacy and deliver real results.” In short: Mastercard’s entry into commerce media isn’t just a new business line. Instead, it’s an evolution of the company’s core strength: turning trusted transaction data into actionable insights that help brands close the loop between advertising and sales.