Citi Pivots to Ad Tech to Capture Financial Media Market

The new platform allows brands to reach consumers based on their specific spending history, both within Citi’s proprietary app and across external digital properties. During pilot programs involving retail, technology, and health brands, the bank reported a 15% increase in spending among targeted users. Abhinav Anand, head of value cards and lending at Citi, argues that the bank possesses a more holistic view of consumer behavior than grocers or big-box retailers, which typically rely on siloed browsing data.

This shift reflects a broader industry trend as financial institutions seek new revenue streams to counter competition from fintechs like Klarna and Affirm. JPMorgan Chase, PayPal, Mastercard, and American Express have all launched similar advertising arms recently. To bolster its capabilities, Citi is integrating Kard, a recently acquired commerce and rewards platform, to help bridge the gap between merchants and its customer base.

While late to the sector, industry analysts suggest the bank’s deep repository of purchase data remains a significant asset. However, the move invites scrutiny regarding privacy. Citi plans to operate an opt-out model, emphasizing that its long-standing reputation as a financial advisor serves as the foundation for its data-handling approach. The company asserts that ads will be strictly personalized to ensure they remain relevant to the user’s financial lifecycle.