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Costco is building out an ad business using its shoppers' data

The third-largest US retailer is planning on rolling out targeted ad capabilities on and off its website.

Costco is building out an ad network built on its trove of loyalty membership data, using its 74.5 million household members’ shopping habits and past purchases to power targeted advertising on and off its website. Williamson, who previously held roles at Sam’s Club and Ahold Delhaize, joined Costco in September to fill a newly created retail media position, and is spearheading the push. Last year, its global advertising business, which includes its retail media network, generated $3.4 billion in revenue, per the company’s FY23 earnings report.

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