Afterpay is set to launch its Afterpay Media Network in Australia, in partnership with Yahoo DSP. The new network aims to allow brands to access Afterpay’s unique shopping insights to better connect with their target audiences across multiple shopping channels.

Brands will be able to deliver personalised ads, track sales, measure campaign performance, and gain insights to refine their strategies, with key agency partners including IPG, GroupM, Omnicom and Dentsu, to participate in the network’s initial rollout.

Yahoo DSP powers Afterpay’s Media Network in Australia, using advanced ad technology to help brands connect with customers. The Afterpay Media Network will focus on five key sectors: Electronics, Fashion, Travel, Entertainment and Retail.

"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," said Global General Manager of Advertising & Revenue at Afterpay, Marni Schapiro.

"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," said Managing Director of Australia and Southeast Asia at Yahoo, John McNerney.

Afterpay has partnered with LiveRamp to ensure data security. In 2023, Afterpay Australia facilitated $13.4 billion in total sales, connecting 129,000 merchants with 3.5 million customers. 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.

"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," said Kinesso Australia CEO, Jessica White.