Sovrn, a tech platform for publishers and content creators, has launched a new advertising product called Commerce Audiences. The goal: let advertisers reach people who are actively shopping—and do it with greater accuracy and speed than traditional methods.
The product is built using data directly sourced from Sovrn’s affiliate tools and exchange. This data shows what people are actually clicking on and considering for purchase. That gives advertisers a sharper lens into what consumers want right now—not last week, not last month.
Built from Purchase Activity, Not Just Browsing
Commerce Audiences combines real-world purchase behavior with engagement data and search activity across Sovrn’s network. That network includes more than 50,000 websites, over 4,000 publishers using Sovrn’s affiliate tools, and a reach of more than 500 million users every day.
According to Sovrn, their affiliate platform supports over $3 billion in annual retail spending. That’s spread across product categories such as electronics, home goods, fashion, beauty, and more. With this much visibility into online shopping habits, Sovrn says it can connect advertisers directly with people showing true buying intent.
Unlike third-party data providers that aggregate information slowly and often imprecisely, Sovrn owns the data pipeline end-to-end. This helps reduce delays, prevents signal decay, and eliminates the need for expensive intermediaries.
An Advertiser’s Shortcut to High-Intent Consumers
The advertising industry is expected to spend $158 billion on commerce media this year. Sovrn says about 20% of that spend is driven by data tied to people’s actual purchase behavior. Commerce Audiences aims to streamline how that data is used.
“This product has been in the works for a long time,” said Sovrn CEO Walter Knapp. “Few companies have this combination of scale, data clarity, and timing. We’re giving advertisers a direct way to identify when someone is no longer just browsing—they’re ready to buy.”
By linking this data to Sovrn’s media exchange, the company simplifies how advertisers normally connect the dots. Instead of juggling multiple partners and systems, Commerce Audiences ties everything together in one place.
Early Backers Already On Board
The launch has already drawn attention from major players. Adtech firms like Simpli.fi, Basis, and tvScientific are launch partners, each planning to integrate Sovrn’s data into campaigns for their clients.
Jeff Callison, SVP of Business Development at Simpli.fi, said the value was immediately clear. “We’ve been looking for a way to go beyond the big retailers. Sovrn’s affiliate data gives us that edge. We expect our clients to see better results by focusing on shoppers who are ready to make a purchase.”
Part of a Broader Push into Smarter Tools
Commerce Audiences joins a string of recent launches by Sovrn. Back in January, the company rolled out AI-generated Product Recommendations for its affiliate customers. More features and updates are expected in the coming months, across Sovrn’s four core areas: Advertising, Commerce, Data Solutions, and Signal.
This focus on precision and automation is part of Sovrn’s wider effort to give publishers and advertisers smarter tools. Sovrn’s offerings already span mobile, web, and connected TV (CTV), covering thousands of apps and channels.
Looking Ahead
Sovrn’s new product speaks to a clear need: advertisers want their dollars to go further. And publishers want more ways to benefit from the purchase interest they help create. With Commerce Audiences, Sovrn is giving both sides of that equation a more direct route to value.
By focusing on actual shopping behavior—rather than assumptions—Sovrn is aiming to bring more clarity, more speed, and more efficiency to digital advertising.
