Flow Unveils World’s First Shoppable Audience Marketplace – A Fintech-Led Revolution in Digital Targeting

In what could be the biggest disruption to audience targeting since cookies began to crumble, South African commerce media startup Flow has officially launched the world’s first shoppable audience marketplace – a fintech-fuelled innovation set to redefine how advertisers access and activate consumer data. Built for speed, precision, and performance, Flow’s Audience Marketplace gives advertisers on-demand access to hundreds of premium first-party audiences, sourced from top local commerce partners including, Zapper, Tiger Wheel & Tyre, OneDayOnly, ProShop, Howler, and more.

“We’ve given marketers access to premium audiences from businesses they’ve never been able to reach  and we’re delivering it in a way that’s never been done before,” says Gil Sperling, Co-Founder and Co-CEO of Flow.

Adtech meets Fintech

The offering couldn’t be more timely. As the global commerce media market races toward $100 billion by 2026, advertisers are demanding better access to verified, purchase-ready audiences. Yet most remain stuck with outdated targeting models, based on age, geography, or inferred interests, delivered through fractured, third-party data channels.

Flow’s platform flips the script.

With a subscription to the Flow Audience Marketplace, brands can now:

• Browse and discover curated high-performing audiences across verticals like retail, beauty, lifestyle, and finance

• Activate directly within their Meta, Google, or TikTok accounts in just a few clicks

• Test and optimise strategies in real time, switching between audience groups with zero friction

• Access exclusive new audiences monthly, verified for high-intent purchasing behaviour

“The demand for high-intent audiences is massive,” adds Daniel Levy, Co-Founder and Co-CEO. “Flow gives advertisers one place to find, explore, and activate secure, high-quality data, without the red tape.”

Built for performance. Backed by fintech

The platform’s fintech backbone powers an entirely new pricing and access model—no complex data agreements, no developer resources needed, and no delays.

Flow’s network of POPIA-compliant, first-party data partners enables frictionless targeting that’s both privacy-safe and performance-focused. The company’s proprietary fintech infrastructure automates partner onboarding, billing, and audience curation, removing the manual grind typically associated with commercial data partnerships.

“This is about unlocking value on both sides—for the advertiser and the data partner,” says Sperling. “We’re bringing commerce media into the fintech era.”

Early adopters are already seeing results

South African brands have been quick to get on board.

“The platform is user-friendly and gives you exactly what you need, no digging required,” says Musa Sibisi, Paid Media Specialist at Rain. “I love features like ‘Trending Now’ and exclusive audience identification. They help me test smarter and build a stronger paid media strategy.”

According to Flow, clients are reporting faster campaign launches, lower customer acquisition costs, and more flexible, agile marketing operations.

A new revenue stream for data partners

It’s not just about advertisers. For retailers, fintechs, and ecommerce businesses with verified first-party data, Flow opens up a new monetisation channel, without the complexity.

By joining the marketplace, data partners can:

• List their audiences in a closed, curated ecosystem

• Earn recurring revenue, no sales or dev team needed

• Gain exposure to top brands actively looking to buy

“We’re turning untapped data assets into revenue-generating engines at scale,” says Levy. “And we’re doing it in a way that respects privacy, compliance, and brand integrity.”

The bottom line: Better targeting, smarter spend

For brands competing in an attention-starved market, the right audience is everything. Flow’s marketplace simplifies what used to take months, contract negotiations, data transfers, and platform integration, into a process that takes minutes.

“This is targeting that moves the needle—and the cart,” says Sperling. “The next customer is already in the Flow Marketplace. The only question is—are you?”

For more information or to subscribe to Flow’s Audience Marketplace, visit www.flowplatform.com/first-party-data.