Citigroup launched Citi Commerce Media, a platform leveraging transaction data from over 70 million U.S. customers to help brands identify consumer needs and measure campaign effectiveness. The platform integrates consumer insights, paid media, and closed-loop measurement. This initiative follows Citi's agreement to acquire Kard, which will further enhance the platform's capabilities for customer engagement and loyalty. Initial campaigns showed strong performance, with up to 5x incremental return on ad spend.