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First-party data is more valuable and more prevalent than ever but until now, most businesses haven’t had a clear, scalable way to monetise it.
The blockers? No tech and no direct path to advertiser demand.
Flow changes that.
Flow’s commerce media platform is designed to make data monetisation straightforward, secure, scalable, and free from operational or technical barriers. It’s the tech behind our newly launched Audience Marketplace, which connects advertisers to the rich transactional data unlocked through commerce media.
From e-commerce sites to review platforms and retailers, more and more leading South African businesses are joining Flow’s exclusive data supplier network and being featured in the marketplace.
Why? Because they can now turn high-intent consumer activity into segmented, shoppable audiences and plug directly into advertiser demand from the country’s biggest brands.
What we built: The Flow Audience Marketplace
Flow’s Audience Marketplace is the first of its kind in South Africa and the world. A platform that turns your first-party data into a new, scalable, and POPIA-compliant revenue stream.
Here’s how:
- Flow securely activates your audience data using your existing pixels — unlocking a new revenue stream with zero effort on your side.
- Audience segmentation – we define high-value audience segments based on your first-party data.
- Marketplace listing – your packaged segments are added to our exclusive Audience Marketplace, where they’re discoverable by leading brands and media buyers.
- Advertisers browse, book, and activate these audiences directly on their ad platform of choice (Meta, Google, or TikTok).
No new infrastructure, no chasing advertisers, just a streamlined way to monetise your audience data.
Hellopeter’s monetisation strategy
With over a million monthly users reading and writing reviews, Hellopeter sits on a goldmine of consumer intent — but until recently, they hadn’t found a privacy-safe way to activate or monetise it.
That’s changed with Flow.
This gave us a brilliant opportunity to start monetising this data. On the consumer side, it is a win as they are getting highly contextual and relevant ads and we can see how valuable it is. The success stories have been phenomenal.”
Through Flow, Hellopeter now offers audience segments like consumer goods and lifestyle shoppers or finance and legal review readers, all built from verified transactional signals.
Advertisers can book these audiences directly, and campaigns are activated instantly.
It’s a win for everyone:
- Hellopeter unlocks recurring revenue.
- Advertisers get precision targeting and better results.
- Consumers see more relevant ads, exactly when they’re in-market.
Why more businesses are joining the marketplace
Here’s what makes the Flow Audience Marketplace so powerful for businesses with first-party data.
- POPIA-compliant by design – Audiences are created from verified, consented first-party data – no data is sold or shared directly.
- Zero dev work required – You don’t need new systems, teams, or tools. Flow handles everything from segmentation to delivery.
- Ongoing revenue – You unlock ongoing revenue for your business.
- Stronger advertiser relationships – You’re no longer just a business, you become a strategic media partner.
- Full control – Choose whether your data is listed to all advertisers or only available to select brand partners (closed-loop model).
If you have an engaged audience with real purchase intent, Flow can help you unlock its value.
Getting Started
Adding your data to the Flow Audience Marketplace is simple. Reach out to our team at sales@flowplatform.com and get started today.
You could be the next standout brand featured in the world’s first and only shoppable audience marketplace.
