• Beet.TV, Tuesday, October 20, 2026 9:45 PM

Citi’s new Citi Commerce Media uses data containing a trove of transaction intelligence to help advertisers determine what shoppers want, Mike Venables, head of media, U.S. brand advertising and experiential marketing at Citi, argued in an interview, as reported by Beet.TV. Citi announced the new entity last month. Venables also believes that an everyday transaction can lead to predictive marketing opportunities. For example, buying a concert ticket in another city can suggest needs like a hotel room, restaurants and clothing. “We’re in 2026 -- reactive marketing is not the most winning strategy,” Venables said.

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