A retailer can see what customers buy from that firm’s online and offline channels. A bank with a large card portfolio can see spending across a much wider range of merchants. Payments networks and technology providers have other views of transactions and checkout.

Financial services companies are pushing deeper into commerce media, creating revenue opportunities around the purchase beyond the fees generated by processing the payment.

Citi became the latest entrant Wednesday (Sept. 23), launching Citi Commerce Media. The bank said the business will use insights from more than 70 million U.S. customers and 6.5 billion annual transactions to help advertisers understand audiences and measure campaign results.

Citi joins JPMorgan Chase, whose Chase Media Solutions uses transaction information from roughly 80 million consumers to target and measure merchant offers, and Mastercard Commerce Media, which uses permissioned commerce information and card-linking technology for audience selection and purchase attribution.

FIS operates in an adjacent area. Its Smart Basket is an offers network connecting issuers, merchants and brands. It can match offers to individual items at checkout using real-time, item-level purchase information and provide receipt-backed measurement.

Mastercard describes retail media operating within a single retailer’s ecosystem or as part of a larger network. The category can include sponsored search, retailer app advertising, in-store media and offsite advertising using retailer audiences.

The payments network defines commerce media as the broader category, spanning merchants, industries, channels and consumer touchpoints, and characterizes retail media as a subset of it. Commerce media can involve participants that are not retailers, including financial institutions, payments networks, travel companies and digital platforms.

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