Amperity unveils tool to monetise first-party data – ecommercenews.com.au

Amperity has launched Audience Monetization, a product focused on packaging and distributing first-party customer audiences for use by advertisers through second-party partnerships.
The company positioned the release as a response to privacy changes and the decline of third-party identifiers. It said advertisers now place greater value on permissioned audience signals. It also pointed to the growth of retail and commerce media networks as a driver of demand.
Amperity sells customer data technology used by brands to consolidate, organise and work with customer information. The new offering sits alongside that platform. It targets marketing, data and revenue teams that want to commercialise audiences derived from customer data.
Market shift
In the advertising market, brands have built retail and commerce media operations around their own sites and apps, as well as in-store channels. These operations rely on first-party data for targeting and measurement. Industry changes have increased scrutiny of how data gets used and shared.
Amperity argued that brands have struggled to monetise customer data beyond their own media activity. It said the challenges often include identity resolution, governance and operational workflows, as well as integration with “activation environments”, where audiences get used for campaigns.
IDC’s Vice President of Research, Ananda Chakravarty, highlighted the organisational and technical demands in retail media. One context sentence before the quote is included below.
Chakravarty said retail media strategies can strain teams and processes as brands broaden into more advertising formats.
Product approach
Amperity described Audience Monetization as an end-to-end product that combines audience creation, distribution and governance. It said the software uses AI-assisted audience creation and automated syndication. It also said the system includes built-in governance features.
The company said brands can package audiences and route them to marketplaces. It also said it enforces controls aligned with privacy requirements. Amperity framed the product as a way to move from manual workflows to repeatable operations.
“Audience Monetization gives brands a new way to maximize the return on their customer data,” said Grigori Melnik, Chief Product Officer, Amperity.
“Brands get an easy-to-use solution that packages audiences with identity-grade accuracy, routes them to trusted marketplaces, and enforces the governance needed to meet rising privacy expectations globally. It is a modern and scalable way to compete in the next era of advertising,” said Melnik.
Amperity listed several issues it said the product removes. These included manual audience creation and custom onboarding processes. The company also cited operational delays linked to infrequent refreshes and “hand-built segments”. It also pointed to privacy and compliance risks across audience distribution and ongoing engineering work to maintain monetisation at scale.
Revenue focus
The release reflects a broader shift in how some brands discuss customer data strategy. Many organisations have framed customer data platforms and identity tools around marketing efficiency, measurement and personalisation. Amperity now frames first-party data as a potential revenue asset through external partnerships.
That approach also raises questions across the market about governance and consent management, as brands package customer-derived audiences for advertisers. In its announcement, Amperity placed emphasis on compliance and “customer trust”. It also repeatedly used the term “permissioned audiences”.
Amperity said more than 400 brands use its technology. It listed Alaska Airlines, DICK'S Sporting Goods, BECU, Virgin Atlantic and Wyndham Hotels & Resorts among its customers. The company operates from offices in Seattle, New York City, London and Melbourne.
Amperity said brands now face rising privacy expectations globally and a need for accurate audience signals as third-party identifiers disappear.

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