The news: Just Eat Takeaway.com (JET) on Thursday launched JETads, a commerce media advertising platform that is now live across all 14 of its European markets. The platform gives advertisers access to 59 million active consumers, 592 million annual orders, and more than 342,000 restaurant and grocery partners, according to the company.

The context: The platform is designed to serve three advertiser segments:

• Restaurant and grocery partners can secure prominent placement in search and browsing results as customers decide what to order.
• Fast-moving consumer goods brands can reach shoppers as they fill their baskets through native ads and targeted audience segments, with tools to track which ads lead to basket additions and completed orders.
• Nonendemic brands can reach customers during the up to 30 minutes they spend tracking orders after checkout, creating an opportunity to capture attention in a brand-safe environment.

JETads uses the Prosus Large Commerce Model (LCM), an AI system developed by JET’s parent company, Prosus, to predict what customers want based on their shopping behavior. Rather than adding AI capabilities to an existing advertising platform, JET designed JETads from the ground up to make advertising more relevant to consumers and more efficient for partners, said David Vismans, JET’s chief growth officer. For example, the model might recommend different restaurants for Friday dinner than for Tuesday lunch or prioritize family-friendly options for households that regularly place large orders.

For advertisers, the goal is to reduce wasted spending by reaching shoppers when they're most likely to be interested in an offer. Rather than relying on broad targeting, the model uses behavioral signals to deliver more relevant ads, increasing the chances of driving orders and repeat purchases.

Implications for marketers: JETads has significant potential given the success of commerce intermediary media networks in the US. Uber, DoorDash, and Instacart operate three of the five largest US commerce media networks, and we expect ad spending on these networks to rise 37.6% this year to $4.55 billion.

Commerce intermediaries offer many of the advantages that have fueled retail media's growth, including high-intent audiences, SKU-level purchase data, closed-loop attribution, and proximity to purchase. But they have an advantage over individual retailers: visibility into shopping behavior across multiple merchants, categories, and verticals. That allows them to deliver retail media-like performance while giving advertisers a broader view of consumer behavior.

If JETads can translate its AI-first vision into more relevant ads and stronger returns for advertisers, it could become a powerful player in Europe's growing commerce media market.

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