Wayfair, an online home furnishing retailer, is launching a home-grown display display advertising platform to improve consumer targeting through customized messaging.
The new platform, called Magellan, has been built by Wayfair's very own data science, engineering and marketing teams to enhance the effectiveness of its display advertising campaigns, which will now provide in-depth insights on its target audience and real-time optimization.
“With Magellan, Wayfair has end-to-end management of display advertising campaigns which will allow us to focus solely on the audiences for which our content is truly relevant to drive incremental value from this channel,” said Ed Macri, chief product and marketing officer, Wayfair. “Display is one of many consumer touchpoints with Wayfair.com and is part of a holistic strategy to create a seamless and exceptional experience for customers no matter where they access our brand.”
The platform, Wayfair says, provides smarter bidding models that help improve targeting capabilities. It also put the collected consumer data to better use through product recommendations, which are more relevant than they used to be.
“Building in-house technologies and fostering a highly collaborative environment across departments allows us to eliminate unnecessary silos and deliver on our commitment to always put our customers first,” Macri said.
Magellan's launch comes as the Boston-based company looks into investing in building technologies that can enhance its marketing intelligence. Just last month, the company announced the opening of the Wayfair Next Research and Development Laboratory to attain its goals.