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Wayfair Rolls Out its Own Display Ad Platform

Posted on 5.30.2016

Wayfair, an e-commerce retailer in the home furnishing and decor space, is striking out on its own in the realm of display advertising.

The company just announced a proprietary display advertising solution named "Magellan" designed to help the popular Web-based retailer improve the efficiency of its own campaigns by using the insights the company already has about its target audiences and capitalizing on its existing real-time optimization capabilities.

“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 touch points with and is part of a holistic strategy to create a seamless and exceptional experience for customers no matter where they access our brand.”

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Wayfair has been increasing its investment in e-commerce tech recently. The company announced last week, for example, that it is currently working on an app based on Google's Project Tango technology that will bring augmented reality (and eventually virtual reality) into the enterprise. Customers using Wayfair's app would go beyond looking at a photo of a love seat or table, reading the measurements and wondering how the piece would look in their living room.

The app would use Project Tango's mapping, computer vision, depth-sensing, 3D-motion tracking and machine-learning technology to allow customers to see – on their Android smartphone or tablet – how a piece of furniture would look in their home. If a customer walks around a room with the app running on a tablet, for instance, it would appear as if the object is in the room and she's seeing it from different angles on the screen.

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