Afterpay, part of Block, Inc., which also includes Square, Cash App, Tidal and Proto, has launched Afterpay Curate, a flexible commerce media solution powered by Magnite, the independent sell-side advertising company.
Afterpay Curate will allow brands and agencies to tap into Afterpay’s shopper insights, layered onto premium, brand-safe publisher inventory across the DSP of their choice.
The launch represents a shift in how advertisers engage commerce audiences and is designed as a flexible, DSP-agnostic entry point into the Afterpay Ads ecosystem. Ideal for both non-endemic brands and Afterpay merchants seeking off-network reach, Curate allows advertisers to test-and-learn commerce media before scaling into deeper managed solutions.
The launch of Curate marks a milestone in the expansion of Afterpay Ads, Afterpay’s newly unified advertising offering, which brings together Curate (offsite), Afterpay Media Network (offsite) and Afterpay’s Affiliate program (onsite).
This integrated suite offers merchants and agencies a set of commerce media solutions—all powered by Afterpay’s proprietary purchase data and built to drive business outcomes.
“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,” Andrew Gilbert, VP advertising in Australia and New Zealand said.
“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 added.
Afterpay Curate empowers advertisers to reach high-intent shopper audiences across premium publisher inventory while activating directly from existing DSP seats, bypassing IO-based barriers for self-serve control.
Afterpay retains control of audience curation, ensuring consistent quality and performance across all DSPs.
“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,” Gilbert said.
“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,” Yael Milbank, managing director, ANZ at Magnite said.
Afterpay Curate is available now for brands and agencies across Australia.
