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.



In addition, the new advertising platform delivers highly relevant product recommendations across Wayfair.com and within advertisements.



“With Magellan, Wayfair has end-to-end management of display advertising campaigns which will allow us to focus solely on the audiences for which our content is truly relevant to drive incremental value from this channel,” said Ed Macri, chief product and marketing officer, Wayfair. “Display is one of many consumer touchpoints with Wayfair.com and is part of a holistic strategy to create a seamless and exceptional experience for customers no matter where they access our brand.”



Wayfair has been focusing on boosting its digital performance with proprietary technologies in recent months. In May, the retailer opened the Wayfair Next Research and Development Laboratory at its Boston headquarters (Wayfair did not specify if Magellan is a product of the lab). Other recent in-house developments include the “Idea Boards” social media feature and a partnership with Seattle-based home services platform Porch.com to offer home installation and assembly services.



“Building in-house technologies and fostering a highly collaborative environment across departments allows us to eliminate unnecessary silos and deliver on our commitment to always put our customers first,” said Macri.