Wayfair has unveiled the rollout of its proprietary display advertising platform, called Magellan, which enhances the efficiency of display advertising campaigns through deeper insights into target audiences and real-time optimization, the retailer said.

“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 touch points 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.”

Built in house by Wayfair’s engineering, data science and marketing teams, Magellan lays the foundation for a display advertising engine that is efficient with enhanced bidding models that allow the flexibility to continually enhance targeting capabilities over time, according to the company. With Magellan, Wayfair has a more effective connection with highly valued target audiences, and its Wayfair Media Solutions customers also benefit because they can extend the reach of their advertising programs through it. In addition, Magellan delivers highly relevant product recommendations across Wayfair.com and within advertisements, ensuring a unified experience and enhanced personalization due to more immediate insights across channels, the online home retailer said.

“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,” said Macri. “With Magellan, we can create an even more consistent brand experience for our customers whether through advertisements, the site, email, social or notifications.”

(Source: hfndigital.com  Author: Andrea Lillo)