American Express is entering the market of digital marketing and advertisement, launching Amex Ads with its data-driven brand campaigns.

Amex Ads is an innovative move by American Express into the marketing and advertisement business; American Express has acted boldly with the Amex Ads launch, a follow-up media network based on its extensive first-party data of 34 million American cardholders. The initiative was announced during Advertising Week in New York and represents the increased investment on behalf of the company in commerce media and data-driven marketing.

The new product Amex Ads is focused on the success over the next 10 years of the firm in its offers business, which has facilitated a spending of 15 billion dollars in the past year. The platform offers superior contextual targeting, measurement and branded-safe environments to digital advertisement plans in the Amex ecosystem, under the guarantee of accuracy in digital advertisement strategies.

Initial successful branding efforts with brands such as Marriott and Tumi have become promising in terms of returns, such as a 130% ROI increase and increased popularity among younger customer segments.

Through entering the expanding marketing and advertisement competition alongside Mastercard, American Express looks forward to assisting brands to further understand their online and offline consumer experiences. As U.S. retail media spending approaches 100 billion dollars by 2028, American Express is positioning itself as a significant player in the evolving field of data-driven marketing.