In the fast-paced world of online shopping, Punit Thakur, Product Lead at Afterpay, is focused on combining financial technology and advertising technology to improve the shopping experience. "We're using aggregate data and Machine Learning to make the customer journey smoother and more efficient," Thakur explains. With the global Buy Now, Pay Later (BNPL) market projected to grow significantly by 2030, his contributions are noteworthy.
Seamless Integration of Fintech and AdTech
At Afterpay, Thakur focuses on combining Fintech and AdTech to streamline the e-commerce experience. His goal is to create advertising solutions that solve merchant's business challenges. "Our role as a payment provider gives us unique insights into consumer behavior," Thakur notes. "We use these insights to refine advertising strategies, helping merchants reach their target customers more effectively."
By merging these fields, Afterpay offers merchants tools that enhance their advertising reach and effectiveness. Thakur's approach allows businesses to engage with customers at the right moments, resulting in increased sales and enhanced customer loyalty.
Leveraging ML for Personalized Ads
Thakur's work also involves harnessing Machine Learning (ML) to tailor the shopping experience. Afterpay's AdTech platform uses ML to analyze consumer behavior and preferences, delivering targeted ads and promotions without using personally identifiable information. "ML is a game-changer for e-commerce advertising," Thakur says. "It processes large amounts of data quickly, allowing us to present personalized and relevant content that resonates with individual users and drives better results for merchants."
Despite the benefits, some experts raise concerns about privacy. "While personalized ads can be effective, businesses need to balance personalization with privacy," stresses a digital marketing analyst. "Companies must be transparent about their data practices and give users control over their information."
Supporting Merchants in the BNPL Era
Thakur's goal is to support merchants in the growing BNPL market with Afterpay's AdTech solutions. These tools help businesses attract high-intent customers and boost their growth. "Our AdTech solutions are designed to deliver real results for merchants," Thakur explains. "We help businesses gain new customers, increase average order values, and build lasting loyalty."
Looking ahead, Thakur believes the blend of Fintech and AdTech will shape the future of finance media networks similar to retail media networks. "As BNPL and digital payments become more common, businesses will need to adapt their advertising strategies to meet evolving customer expectations," he suggests. "Those who can effectively merge these areas will be well-positioned for success in the changing commerce environment." Thakur and his team at Afterpay are dedicated to advancing e-commerce with AdTech solutions that make use of fintech data and ML.
