Core Insights - American Express has launched a digital advertising platform called Amex Ads, aimed at connecting brands with its 34 million consumer card members in the U.S. [2][3] - The platform is designed to serve contextual ads to high-spending card members at moments when they are likely to engage and spend [2][4] - Amex Ads builds on the success of Amex Offers, which generated $15 billion in spending at merchants last year [3] Group 1 - The platform will initially be available on AmexTravel.com and will expand to other Amex-owned platforms [2] - Brands can utilize Amex Ads to deliver relevant content while ensuring the privacy and security expected by card members [4] - The program was piloted earlier this year with brands like Marriott Bonvoy, Macy's, and TUMI, focusing on targeted advertising [4][5] Group 2 - Marriott Bonvoy achieved results three times higher than its target benchmark by using Amex Ads to reach card members who had reserved flights but not booked hotels [5] - The launch of Amex Ads follows Mastercard's introduction of its Commerce Media network, which also focuses on personalized offers using permissioned data [6] - Retail media networks are gaining momentum by leveraging first-party data and forming partnerships across commerce ecosystems [7]