New DSP-class platform combines full-funnel campaign management, audience insights from nearly 21 million users, AI-powered optimisation, and real-time analytics.
Allegro has introduced Allegro Brand Ads Manager, a new advertising platform designed to help brands and agencies manage campaigns across the entire marketing funnel, both on Allegro and through external publishers.
Unveiled at the Retail Media Powerhouse 2026 conference organised by Allegro Advertising, the platform represents a further step in the evolution of retail media, bringing onsite and offsite advertising capabilities together in a single environment. The tool is expected to become available to all customers in the first quarter of 2027.
A Unified Approach to Retail Media Advertising
Allegro Brand Ads Manager aims to simplify campaign management by enabling advertisers to reach consumers at different stages of the marketing funnel. In addition to onsite advertising on Allegro, brands and agencies will be able to run offsite campaigns across leading Polish publishers.
Notably, the platform will also be available to brands that do not sell directly on Allegro, potentially expanding access to its advertising ecosystem beyond existing marketplace sellers.
The platform combines several capabilities designed to help advertisers plan, execute, and measure campaigns more effectively.
Audience Targeting Powered by Consumer Insights
Advertisers will be able to leverage data from nearly 21 million Allegro users to target audiences based on real-world shopping behaviour and purchase intentions. This approach aims to help brands connect with relevant consumers beyond conventional engagement metrics such as click-through rates.
AI-Assisted Campaign Optimisation
An integrated AI assistant will support advertisers in selecting campaign strategies, channel combinations, advertising formats, and target audiences. The assistance is designed to help brands and agencies make more informed campaign decisions in real time.
Real-Time Analytics and Performance Measurement
Advanced analytics will provide advertisers with visibility into campaign performance, helping them assess how advertising investments contribute to business objectives and sales outcomes.
Onsite and Offsite Campaign Management
By bringing advertising across Allegro and external publishers into one platform, Brand Ads Manager aims to provide advertisers with a more coordinated approach to campaign execution and audience reach.
Retail Media Continues to Evolve
The introduction of Allegro Brand Ads Manager reflects the broader evolution of retail media networks, as platforms increasingly look to combine first-party data, programmatic advertising, and performance measurement.
For brands operating in competitive e-commerce markets, these developments offer opportunities to build awareness, engage potential customers, and connect advertising activity more closely with commercial objectives.
The ability to reach audiences both within a marketplace and across external publishers may be particularly relevant for brands seeking to extend their reach beyond shoppers already browsing a specific platform.
What This Means for E-Commerce Brands
Commenting on the development, DMSMatrix recognises the growing importance of integrated advertising solutions in the changing e-commerce landscape.
As marketplaces expand their advertising capabilities, brands and agencies will need to evaluate how these tools fit into their broader customer acquisition and sales strategies. Access to audience insights, AI-assisted campaign planning, and unified performance analytics could become increasingly important in making advertising budgets work harder.
For sellers expanding across international marketplaces, understanding the relationship between marketplace visibility, offsite advertising, and overall sales performance will remain an important part of building a sustainable growth strategy.
Availability
Allegro Brand Ads Manager was unveiled at the Retail Media Powerhouse 2026 conference by Allegro Advertising. The platform is expected to be available to all customers in Q1 2027.
Further details about its features, access, and campaign capabilities are expected as the launch approaches.