Wildfire Systems, which powers loyalty programs and shopping companions, launched on Monday a commerce network that enables advertisers to promote products across a set of diverse clients such as financial services, rewards, and technology.
Tristan Barnum, CMO at Wildfire, described the platform -- Wildfire Commerce Network -- as an extension of the browser and one that can span beyond the retailer’s website.
Barnum calls the commerce network "distributed."
The basic technology can detect where someone is browsing so it can offer the consumer deals and discounts from the website.
Commissions are earned when an end user of one of Wildfire’s clients, an eligible merchant, makes a purchase. The extension pops up to tell the consumer there is 4% back on the purchase, and the merchant receives part of the sale.
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Now this new technology allows brands and retailers to earn revenue when Wildfire’s clients’ customers are on other brand and retail websites.
The added extension enables a financial institution, for example, to offer its products across Wildfire’s partnerships.
If a consumer searches online for “best dining rewards credit cards,” Wildfire’s technology can detect that. It creates an overlay on the website or in-line in the content. There’s a flat rate for this type of service.
An Emarketer ad-spending report estimates retail media in the U.S. surged to $52 billion in 2024, up 19% compared with the prior year. It is projected to exceed $62 billion in 2025.
Barnum said publishers also use this technology to display offers. “We can work with clients to get their messages out at relevant points in the shopping journey,” she said.
Many banks and credit cards have a portal where their cardholders can book hotels and travel discounts. When someone is traveling and does a search for a hotel, the extension can check to see if the hotel that can be booked through the banking’s travel portal. Lots of banks and cards have ways to book online for less money.”
It helps to drive traffic back to their own properties and services, as well as increases benefits for their card holders, she said.