Afterpay has introduced Afterpay Curate, a new commerce media solution powered by Magnite. The platform is designed to provide brands with access to Afterpay's shopper insights across premium publisher inventory, offering a DSP-agnostic approach.

Afterpay Curate is intended for both non-endemic brands and Afterpay merchants seeking to extend their reach beyond existing networks. It forms part of Afterpay's broader advertising portfolio, which includes the Afterpay Media Network and the Afterpay Affiliate program. The platform allows advertisers to test and learn from commerce media before scaling into more comprehensive managed solutions.

The platform is designed to offer accessibility by enabling activation directly from existing DSP seats, thereby bypassing traditional IO-based barriers and providing self-serve control. It offers flexibility for advertisers to run either pilot programs or maintain always-on campaigns, with the ability to scale as their needs evolve.

Afterpay retains control over audience curation, ensuring consistent quality and performance across all DSPs, while maintaining a privacy-first approach. The platform is available for brands and agencies across Australia.

Andrew Gilbert, VP Advertising in Australia and New Zealand, commented on the launch: "Today's consumers are rewriting the rules of retail, and they expect brands to meet them where they are. We’re doing the same for advertisers."

He stated, "Through Afterpay Curate and the Afterpay Ads network, we're not just offering unrivalled audience insights – we're providing brands with a window into the future of shopping. Our unique visibility into consumer intent, combined with our privacy-first infrastructure, enables brands to connect with high-value audiences in ways that drive real business outcomes while maintaining the trust we've built with our community."

Gilbert also highlighted the removal of traditional barriers for brands accessing premium commerce media: "We're taking the deep understanding we've built through hundreds of millions of customer interactions and removing the traditional barriers that have kept brands from accessing premium commerce media. Now any advertiser can tap into these insights directly through their existing DSP, with the flexibility to test, learn, and scale as they see fit."

Yael Milbank, Managing Director, ANZ at Magnite, added: "Afterpay has fundamentally changed how millions of consumers think about shopping and payments. By combining their unique commerce intelligence with our premium publisher relationships, we're creating new opportunities for brands to participate in this transformation. This collaboration goes beyond traditional advertising – it's about connecting brands with consumers who are actively shaping the future of retail, underpinned by Magnite technology."