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Beyond banner ads: how retailers are monetizing the moments that actually matter
While 200+ retail media networks compete for scraps of advertiser attention, three companies are proving that surprise and delight isn’t just good customer experience; it’s a viable revenue stream. More than 200 retail media networks now compete for advertiser attention while brands struggle to manage relationships with an average of five to seven platforms. And there’s a serious ‘fat head’ when it comes to distribution of retail media spend: Amazon commands 75% of US retail media spend, Walmart takes another 7%, leaving 16% for 200-odd retailers to fight over.
October 21, 2025
Nift Is Trying To Improve Customer Loyalty One Gift At A Time
Nift, the technology company connecting e-commerce platforms to advertisers and brands to new consumers, has named Saket Mehta to its executive leadership team as chief revenue officer. In a recent conversation, Mehta revealed that American consumers are at a breaking point. Nearly 8 in 10 are bracing for economic uncertainty this holiday season, with 63% feeling overwhelmed by shopping-related advertising. This is especially true of Gen Zers and Millennials. It’s not all gloom and doom, however. The crisis presents an unprecedented opportunity for e-commerce media platforms willing to rethink consumer engagement.
October 14, 2025
New study reveals nearly 80% of Americans are preparing for economic challenges as the peak holiday shopping season nears
One of the key findings of The Impact Index, a new study based on surveys of more than 2,000 American consumers conducted by The Harris Poll and Nift. “This new study highlights that traditional advertising strategies are not breaking through to today’s consumers, who are focused on preparing for financial challenges,” says Elery Pfeffer, founder and CEO of Nift. “The data also indicate that consumers welcome opportunities and offers to connect with brands more closely—when companies build relationships the right way.”
October 14, 2025
Why CRM still matters in a world of AI-driven discovery
Gen AI is reshaping how consumers discover products. In the past, marketers could count on shoppers taking familiar paths to finding and purchasing items, such as searching via Google or clicking on a programmatic ad or an ad on a social platform. Today, they’re increasingly starting their shopping journeys by typing questions into a generative AI tool such as ChatGPT, Claude or Gemini, and getting instant answers pulled from sources brands can’t fully see or control.
October 9, 2025
Thank You Gifts from Nift
Higher-value discounts and other gift offers from more than 8,000 national and local merchant partners of Nift can be presented to cardholders and other customers as unexpected thank you gifts, providing revenue and boosting loyalty. Unlike rewards that are aspirational and depend on customer behavior over time, gift offers from Nift are presented at any touch point between a company and their customer simply for performing a desired function.
September, 2025
Nift Appoints Saket Mehta as CRO, Marking a New Era for Commerce Media
Nift, a leader in commerce media technology, has named Saket Mehta as its first Chief Revenue Officer. Mehta joins Nift with a rich background in sales and business development within digital platforms. His role will focus on advancing Nift’s growth through strategic partnerships and expanding business operations, driving the adoption of innovative commerce media solutions across industries.
September 8, 2025
Exclusive: Zip partners with Nift to add AI-powered gifts at checkout
The news: Zip partnered with Nift to bring AI-powered “thank-you” gifts to its checkout flow, per company announcements. The integration brands send Zip users tailored offers after making a purchase, aiming to strengthen loyalty while creating new ad inventory.
September 5, 2025
Exclusive: Klarna Adds Customer Perks with Gifting Platform Partnership
Digital shopping and payments app Klarna has partnered with the Nift gifting platform, offering Klarna users a choice of gifts at key points in the purchase cycle in categories including fashion, jewelry, restaurants, music and home goods. Operating within the Klarna app, the AI-powered Nift platform matches recipients with six tailored gift categories, then gives them two gifts to choose from.
June 12, 2025
Nift CEO Elery Pfeffer on AI, Personalization & the Future of Shopping
The founder of Nift, which recently partnered with Planet Fitness, discusses how AI drives innovation, enhances customer experiences, and transforms how brands connect with their audiences. Artificial intelligence is making customer acquisition more effective.
Elery Pfeffer, CEO of Nift, a platform designed to help customers discover new brands through personalized gifting, shares his thoughts on the evolving role of AI.
July 9, 2025
A look at the rise of commerce media outlets
In this episode of Retail Refined, host Melissa Gonzalez sits down with Elery Pfeffer, CEO and Founder of Nift, to unpack the role of commerce media and personalized gifting in the evolving retail landscape. They discuss how Nift is enabling brands to own the consumer experience through AI-powered, hyper-personalized rewards that feel less like advertising and more like appreciation.
July 2, 2025
Nift Ranked #109 Fastest-Growing Company in North America on the 2024 Deloitte Technology Fast 500™
Nift, which is reshaping how millions of people discover new brands, announced it ranked 109th on the Deloitte Technology Fast 500™. This ranking of the 500 fastest-growing technology, media, telecommunications, life sciences, fintech and energy tech companies in North America awards companies based on percentage fiscal revenue growth between 2020 and 2023. Nift grew 1,111% during this period.
November 21, 2024
Nift Networks CEO Reveals Innovative Customer Acquisition Strategy for Shopify Merchants on eCommerce Fastlane Podcast
Innovative platform achieves 545% customer growth for Blenders Eyewear during off-season, offering alternative to traditional digital advertising.
November 5, 2024
Nift's 2024 Marketing Channel Diversification Report Shows 73% of Brands Achieve Higher ROAS by Diversifying Marketing Channels
Nift Advertising for Brands, a performance marketing channel utilized by tens of thousands of advertisers, has released its 2024 Marketing Channel Diversification Report. The report reveals that Direct-to-Consumer (DTC) and retail brands using three or more marketing channels are 73% more likely to achieve higher Return On Ad Spend (ROAS).
September 23, 2024
How to earn credit card rewards when buying everyday essentials
Americans are spending a lot on everyday essentials as households rack up more than $1 trillion in credit card debt. NBC’s Vicky Nguyen joins TODAY with tips on earning rewards and points on all those purchases. Earn Nift gift cards with Afterpay.
Month 5, 2024
Afterpay and Nift Team Up on Rewards
Nift says that since the program began, over 40% of Afterpay customers who received a card have used it to make a first-time purchase of goods or services. “We are thrilled to collaborate with Afterpay and empower their customers to discover and trial thousands of new products and services through our exclusive gift network," said Elery Pfeffer, Nift Founder and CEO.
October 25, 2023
Afterpay and Nift Networks collaborate on BNPL rewards program
“We are always looking for ways to improve our consumer shopping experience, and our partnership with Nift does just that,” said Marni Schapiro, GM Global Advertising at Afterpay. “Our partnership empowers our customers to explore and experience thousands of new products and services with convenience while staying in control of their finances.”
October 23, 2023
Afterpay partners with Nift Networks to Launch Rewards Program
AI Collaboration Proves “Gifts Beat Ads” Through the enhanced rewards program and Nift’s proprietary AI, Afterpay customers are matched with a curated selection of gifts provided by the 12,000 brands advertising on the Nift Network. These exclusive high-value gifts are designed to help customers try new products and services, creating a unique opportunity for discovery and trial.
October 20, 2023
Why BNPL platform Afterpay is rewarding customers for on-time payments
A BNPL rewards partnership like the one between Afterpay and Nift is a “brilliant move,” Liz Kressel, CEO of the e-commerce consultancy firm Lizard Strategy, told Modern Retail. “If you think about it from the companies who are offering those rewards, it’s lowering customer acquisition cost,” she said. “It’s allowing folks to pick what’s relevant to them and getting a lot of first-time trials.”
October 19, 2023
Numbers of shoppers out on Black Friday down from previous years
Though it was one of the biggest shopping days of the year, only a handful of people shuffled from store to store in Downtown Crossing... Elery Pfeffer, the chief executive of Nift, the Boston-based startup that matches consumers with small businesses, said there aren’t any signs the falloff in spending at brick and mortar small businesses is coming back soon. “Small businesses have moved to delivery as much as they can, but it is not near compensating for the loss in foot traffic,” Pfeffer said.
November 27, 2020
We couldn’t be more excited to welcome Saket Mehta to the team!
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