Sovrn, a leading publisher technology platform, has introduced Commerce Audiences, a cutting-edge offering designed to enhance advertiser targeting and optimize consumer engagement. This product brings together Sovrn's extensive affiliate software tools, which serve over 4,000 publishers and creators, with the reach of the Sovrn Exchange, which connects to more than 500 million daily active consumers.

By leveraging this powerful combination, Commerce Audiences enables advertisers to access real-time shopping intent signals based on purchase behavior, online engagement, and contextual insights. This innovation allows advertisers to target consumers who are actively shopping and showing clear intent to make a purchase, enhancing the efficiency of their marketing efforts.

Eliminating Data Challenges with Direct Sourcing

Sovrn’s direct sourcing approach sets Commerce Audiences apart from traditional advertising solutions. By bypassing intermediaries, Sovrn ensures that the data is timely, accurate, and of high resolution, providing advertisers with clearer and faster insights into consumer behavior. This approach eliminates concerns over data signal loss, staleness, and high intermediary fees, resulting in faster identification of consumer purchase intent and more effective targeting.

The Scale Behind Sovrn's Commerce Audiences

With Sovrn’s affiliate tools powering more than $3 billion in retail spend across categories like consumer electronics, fashion, home and garden, and more, the company captures a wealth of data that drives Commerce Audiences. Sovrn also monitors over three billion daily visits via search-referred traffic across 50,000 websites, further enhancing the precision of its audience targeting.

"Commerce media is expected to hit $158 billion this year, with 20% of advertising spend now driven by addressable purchase behavior," said Walter Knapp, CEO of Sovrn. "Commerce Audiences is uniquely positioned to capitalize on this trend because of our ability to capture real-time data with high resolution. This offering will revolutionize how advertisers and publishers target consumers, providing a more efficient, cost-effective path to reach potential buyers."

Streamlined Solutions for Better Outcomes

When combined with media from the Sovrn Exchange, Commerce Audiences consolidates multiple data flows, allowing advertisers to achieve better results at a lower cost and faster time-to-market. By streamlining this process, Sovrn enhances the efficiency and precision of targeted advertising campaigns.

Early Adoption and Partnerships

Commerce Audiences has already garnered significant interest from key players in the advertising industry. Leading companies like Simpli.fi, Basis, and tvScientific have signed on as launch partners to bring this innovative solution to their advertising clients.

"Simpli.fi has been looking for a Commerce Media solution that moves beyond major retailers," said Jeff Callison, SVP of Business Development at Simpli.fi. "We immediately saw the potential in Sovrn's affiliate data, which enables us to target consumers who are ready to make a purchase. We anticipate significant success with Commerce Audiences, as it provides a more efficient path to the right consumers."

Expanding Sovrn’s Suite of Cutting-Edge Products

The launch of Commerce Audiences is just the latest in a series of innovations from Sovrn. In January, the company also introduced AI-generated Product Recommendations, expanding its suite of affiliate commerce solutions. Sovrn remains committed to advancing advertising, commerce, data solutions, and signal technologies to deliver top-tier products for publishers, creators, and advertisers alike.