Trust Becomes Key Advantage for Commerce Media
The commerce media sector is shifting from relying on data to building trust with consumers. According to Jake King, SVP of Amex Offers Digital Media at American Express, trust has become a competitive advantage in this space.
American Express spent almost a year piloting Amex Ads before expanding the proposition more broadly. Unlike many retail media launches that focused on monetizing existing audiences as quickly as possible, Amex first wanted to understand whether advertising actually enhanced its membership proposition rather than detracted from it.
The experiment produced a perhaps surprising result: customers didn't simply tolerate the advertising; they engaged with it. King believes that consumers don't necessarily object to advertising; they object to irrelevant advertising.