American Express is expanding Amex Offers, which allows advertisers to serve card holders tailored deals. The expansion comes on the heels of Chase and PayPal launching financial media networks (FMNs), a trend we expect will continue.

Amex’s updates include offers for new card members and a new website for advertisers, expanding upon its legacy ad platform. Amex Offers uses attributes, rather than SKU-level data, to create audience segments for its ads, which are then delivered in-app, on its website, and via email, said Erin Frankcombe, vice president and general manager of Amex Offers and business insights.

For example, Amex worked with a large grocery retailer to target frequent but not loyal customers, offering discounts to encourage higher frequency among those who shop at a retailer once a month and discounts that incentivize larger basket sizes among regular customers.

Amex is not launching a FMN, which would leverage first-party data for on- and off-site ad targeting.

“We’re always assessing the landscape and how we’re continuing to evolve this,” said Frankcombe. “We are very much aware that we have a highly engaged audience and an audience that trusts us.”

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