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Commerce media has become one of the fastest-growing forces in digital advertising. What began as a way for businesses to monetise first-party data has evolved into a powerful channel where shopper intent drives real outcomes for both brands and data owners.
Flow has been at the centre of that shift, helping businesses turn everyday audience signals into segments that advertisers can target and see real performance.
Now, Flow AI Enrich takes that capability further by interpreting behaviour in ways that make data more meaningful, actionable, and commercially valuable.
Seeing intent more clearly
Every interaction on a website or app holds a clue about shopper intent. A repeat visit to the same category, a long product scroll, or a quick return to checkout all represent different levels of intent.
We have the tech to extract and package behavioural data into audiences but Flow AI Enrich takes this a step further by refining that understanding.
It analyses existing behavioural data to interpret what actions represent intent, interest, or loyalty. The outcome is a clearer, more structured view of how shoppers engage and how those behaviours translate into audiences that deliver stronger results.
It can show, for example, when someone has already seen your ad, revisited a specific product, or compared items within a short time frame, clear signals of intent that help our audience partners monetise with greater precision.
For audience partners, it means their data becomes easier to monetise and their media business becomes scalable. For advertisers, it means even sharper audiences for targeting.
Building on a proven foundation
Flow AI Enrich is part of Flow’s broader technology stack designed to make commerce media more effective and measurable.
It complements tools like Flow Relay, a single tag that enables partners to instantly activate audiences and direct traffic to any destination across Meta, Google, or TikTok.
Flow AI Enrich builds on this foundation, strengthening the intelligent, privacy-led infrastructure that connects audience partners and advertisers across the Flow ecosystem.
Together, these innovations enable partners to move from surface-level segmentation to a deeper understanding of audience behaviour, unlocking the true potential of first-party data.
A fast-changing market
South Africa’s online retail sector reached R96 billion in 2024, roughly 8 percent of total retail sales, and is projected to exceed R130 billion in 2025, accounting for nearly one in every ten rand spent at retail.
Globally, commerce and retail media are expanding faster than any other digital channel, with forecasts suggesting the sector will surpass US $300 billion by 2030.
Flow’s technology ensures South African businesses are equipped for this growth, combining speed, scale, and intelligence to turn intent into measurable commercial outcomes.
Moving forward
Flow AI Enrich represents an important step in how first-party data is understood and applied. It transforms raw behaviour into structured intelligence, strengthening both monetisation for audience partners and performance for advertisers.
Commerce media is only as strong as the intelligence behind it. Flow AI Enrich ensures that intelligence runs deeper than ever.
