Amex targets retail media boom with digital ad platform

American Express has become the latest brand to tap into the rise of retail media, launching a digital advertising platform designed to help brands connect with its consumer card members.

Amex Ads is initially being launched in the US, allowing brands to target its 34 million-strong customer base; it is not known when the programme will be rolled out internationally.

Beginning on AmexTravel.com and ultimately expanding to additional Amex-owned platforms, brands are being offered the chance to serve high-spending card members relevant, contextual ads in the moments they are likely to engage, shop and spend with the brands they love.

Amex Ads aims to build off the foundation of relevant value that has made Amex Offers a success for over a decade.

In 2024, the Amex Offers programme drove $15bn in spend globally, inclusive of $13bn in spend in the US at merchants who accept American Express.

Amex Ads will offer a suite of digital media ad formats, backed by measurement tools and insights generated by American Express’ extensive first-party data, gleaned from a 360-degree view of online and offline card member spend.

Amex executive vice president and general manager of membership portfolio services Alexander Drummond said: “Amex Ads harnesses the power of our direct relationships with card members and brands to benefit both.

“Brands can reach card members with relevant content at exactly the right time, while maintaining the privacy, security and trust our card members expect.”

Marriott Bonvoy, Macy’s and TUMI have already run pilot campaigns earlier this year as members booked travel on AmexTravel.com.

Amex senior vice president and head of offers for digital media Jacob King commented: “In a world where every dollar of marketing spending has to work hard to deliver value, Amex Ads is a gamechanger for advertisers.

“Our capability to measure sales uplift online and in-store can level the playing field, delivering tangible evidence of the advertising value delivered.”