Citi is jumping into the ad business and entering a fast-growing and competitive market

Citi is launching an advertising business called Citi Commerce Media, allowing brands to target ads to its more than 70 million customers based on their spending habits. The bank will display ads on its own app and website as well as on other properties, and it claims it can link ads to measurable business impacts. A pilot ad campaign was run with retail, payments, and technology partners.

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