What: Mirakl, which engineers online marketplaces for retailers and brands around the world, has launched Mirakl Ads, a service meant to help businesses monetize e-commerce traffic.

Why it is important: Increasingly, retailers and brands are integrating marketplace formats onto their e-commerce websites to broaden their assortments with additional merchandise categories, brands and items, with the aim to generate more online traffic.

The service provides metrics on what ads are generating the best sales and helps businesses create more effective ad campaigns and direct ads to customers most likely to respond. A marketplace operator is able to serve up ads through the Mirakl platform.

The company also said Mirakl Ads is compatible with marketplace, drop ship and first-party e-commerce, and that it has established a team of retail media experts to help set up and scale campaigns.

Mirakl Ads will surface the most relevant sponsored products to the right customers, as well as streamline campaign management with automated campaign capabilities that leverage sales data and sellers’ store catalogues to determine which sponsored ads will generate the best engagement, while also offering real-time performance metrics.

The unified solution also eliminates the need for multiple logins, additional integrations and disparate budgets.

Mirakl launches service to monetize e-commerce traffic