Afterpay in Australia To Launch The Afterpay Media Network With Yahoo DSP

DISTRIBUTED-WORK-MODEL/MELBOURNE - September 26, 2024 – Afterpay has announced plans to launch the Afterpay Media Network in Australia in partnership with Yahoo DSP (Demand-Side Platform). From November, this new network will allow brands to access Afterpay’s unique shopping insights — while keeping customer identities private — to better connect with their target audiences across multiple online and physical shopping channels.

Yahoo DSP powers Afterpay’s Media Network in Australia, using advanced ad technology to help brands connect with customers. Leveraging pseudonymous Afterpay shopping data, advertisers can reach shoppers across the web and in-store, seamlessly bridging physical retail and digital channels via Yahoo DSP’s omnichannel capabilities. The result is brands can deliver personalised ads, track sales, measure campaign performance, and gain insights to refine their strategies in a much more insightful manner — while keeping customer identities private.

Australian consumers continue to embrace Afterpay as a better way to shop, giving the brand a unique understanding of Australian consumer behaviour. In 2023, alone, Afterpay Australia helped facilitate $13.4 billion in total sales , and connected 129,000 merchants with 3.5 million customers (Afterpay Economic Impact Report, 2023). Complementing this, Yahoo DSP offers a powerful solution that combines market-leading and privacy-centric identity solutions, resilient to signal loss and cutting-edge AI, connecting advertisers with millions of Australians in trusted and brand-safe environments. The Afterpay Media Network, Australia’s first finance-driven commerce network, brings this deep knowledge of retail and Yahoo DSP’s advanced technology together. 

This partnership will offer brands new opportunities to engage with customers in more meaningful ways and across premium supply while also providing tools to measure the impact of digital campaigns on new customer recruitment, brand loyalty and driving sales. 

With products available to use in store and online, the Afterpay Media Network seamlessly connects physical retail with the digital ecosystem, allowing advertisers to measure the total impact of their campaigns objectives across different media using Yahoo DSP's omnichannel capabilities.

Marni Schapiro, Global General Manager of Advertising & Revenue at Afterpay, said: “We’re expanding upon our existing onsite ads business by launching an offsite audience extension solution with Yahoo DSP in Australia, enabling advertisers to reach Afterpay’s valuable audiences. The Afterpay Media Network addresses industry challenges around fragmentation as advertisers will be able to seamlessly reach shoppers across multiple retailers with a single activation, and achieve closed-loop measurement, tying media exposures to sales outcomes.” 

Initially, the Afterpay Media Network in Australia will focus on five key sectors: Electronics, Fashion, Travel, Entertainment and Retail. 

John McNerney, Managing Director of Australia and Southeast Asia at Yahoo, added: “Commerce media networks are the fastest-growing segment in the industry, and the Afterpay Media Network is the first of its kind in this market. Advertisers want data that helps them reach the right audiences and understand how their digital campaigns influence actual purchases. Yahoo DSP is proud to help Afterpay unlock new revenue streams by providing advertisers with precise audience targeting and in-depth campaign measurement.”

A select group of partners including IPG, GroupM, Omnicom and Dentsu will participate in the network’s initial rollout.

On the new offering, Jessica White, CEO Australia, Kinesso says: "We’re passionate about what innovation in commerce can do for our clients and are invested in supporting solutions that meet consumers where they are in a frictionless and shoppable way. The Afterpay Media Network does just that and the Afterpay - Yahoo partnership ensures a true full-funnel solution evangelising the branding opportunity commerce presents for our clients - not just performance. We’re naturally thrilled to be a launch partner."

Marc Lomas, Managing Director, Commerce, GroupM Australia & New Zealand, adds: “In today's dynamic commerce landscape, brands need partners who can deliver precise targeting, engaging experiences, and measurable results. The new collaboration between Yahoo and Afterpay offers exactly that, providing a powerful combination of audience and category insights and robust measurement capabilities for advertisers.”

Afterpay’s business is centred on the trusted relationships between customer and merchants, and the Afterpay platform. Afterpay is committed to managing and safeguarding customer information and data. In addition to the guardrails we impose including multi-factor authentication, encryption and fraud control monitoring, in establishing Afterpay Media Network, Afterpay has partnered with LiveRamp to help ensure data security. LiveRamp, trusted by over 900 global brands including Disney and Paramount, will leverage its expertise in data collaboration and pseudonymous identity resolution to protect Afterpay’s data, prioritising consumer privacy while enabling effective and targeted advertising. Customers are also able to opt out of having their personal information shared at any time. 

For more information on the Afterpay Media Network and partnership opportunities, please contact the Afterpay or Yahoo ads team. 

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About Yahoo
‍Yahoo serves as a trusted guide for hundreds of millions of people globally, helping them achieve their goals online through our portfolio of iconic products. For advertisers, Yahoo Advertising offers omnichannel solutions and powerful data to engage with our brands and deliver results. To learn more about Yahoo, please visit yahooinc.com.

About Afterpay
‍Afterpay is transforming the way we pay by allowing customers to buy products immediately and pay over time – enabling simple, transparent and responsible spending. We are on a mission to power an economy in which everyone wins. Afterpay is offered by thousands of the world’s favourite retailers and used by millions of active global customers. Afterpay is currently available in Australia, Canada, New Zealand, the United States and the United Kingdom, where it is known as Clearpay. Afterpay is a wholly owned subsidiary of Block, Inc. (NYSE: SQ).

About LiveRamp
‍LiveRamp is the data collaboration platform of choice for the world’s most innovative companies. A groundbreaking leader in consumer privacy, data ethics, and foundational identity, LiveRamp is setting the new standard for building a connected customer view with unmatched clarity and context while protecting precious brand and consumer trust. LiveRamp offers complete flexibility to collaborate wherever data lives to support the widest range of data collaboration use cases—within organisations, between brands, and across its premier global network of top-quality partners. Hundreds of global innovators, from iconic consumer brands and tech giants to banks, retailers, and healthcare leaders, turn to LiveRamp to build enduring brand and business value by deepening customer engagement and loyalty, activating new partnerships, and maximising the value of their first-party data while staying on the forefront of rapidly evolving compliance and privacy requirements. LiveRamp is based in San Francisco, California with offices worldwide. Learn more at LiveRamp.com.

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