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Wayfair puts targeting on display
Online home furnishings retailer Wayfair Inc. is rolling out an in-house-developed display advertising platform that will deliver tailored messages and collect customer data.
Known as Magellan, the platform was built in-house by Wayfair’s engineering, data science, and marketing teams. Magellan leverages enhanced bidding models that allow the flexibility to continually enhance targeting capabilities over time. This targeting also lets third-party Wayfair Media Solutions users extend the reach of their advertising programs.