Technology company Wolt has announced the launch of its very own advertising service, Wolt Ads, to help its partners accelerate their growth and visibility. Following a successful beta period, the company is now looking to scale its advertising service internationally. Today, Wolt has over 36 million registered users across 27 markets and over 500 cities.
New Digital Age spoke to Catalina Salazar, Global Head of Wolt Ad to find out more…
Tell me about your role as Global Head of Wolt Ads. What sort of thing takes up most of your time?
As Global Head of Wolt Ads, my role is all about creating world-class ad tech products and solutions that serve both our customers and merchant partners. I focus on ensuring that our platform helps brands and merchants connect with consumers in meaningful ways, allowing them to discover products, promotions, and services that are truly valuable.
A large part of my time is spent driving innovation in our solutions, using data-driven insights and strategic partnerships to enable advertisers to maximise their retail media investments. I also work closely with our teams globally to ensure alignment and empower them to deliver impactful results for our partners, all while enhancing the overall experience for Wolt’s users
What, for you, are the key trends in retail media and ecommerce at the moment?
One of the biggest trends right now is the rise of first-party data and its role in driving retail media strategies, especially as we move into a privacy-first environment. More sectors, beyond traditional retailers, are leveraging their consumer data to create tailored advertising solutions.
AI and machine learning are also becoming pivotal in the personalisation of ads and optimising media performance in real-time. We’re seeing a huge focus on creating seamless, omni-channel experiences where consumers can move fluidly between digital and physical touchpoints. Retailers and brands are pushing for more direct and personalised connections with their customers, and technology is enabling that at scale.
In a fiercely competitive marketplace, how does Wolt Ads set its network apart from its rivals? What sort of thing are advertisers demanding right now?
What sets Wolt Ads apart is our fair model: merchants only pay when the ad drives actual sales. Plus, with our bidding system, merchants have the flexibility to set the price they’re willing to pay for each order.
Equally important is the experience for the customer. We focus on ensuring that ads are both useful and relevant by delivering them to the right people at the right moments. Our machine learning algorithms work to avoid overwhelming users with irrelevant ads, which in turn drives better results for our advertisers.
What are your key business priorities for the next 12 months?
Over the next 12 months, our focus is on scaling our retail media network across all the countries where Wolt operates, enhancing our product offerings to meet the growing demands of both merchants and global brands. We’re also prioritising innovation in AI-driven ad solutions to refine personalisation and targeting capabilities even further. Additionally, expanding our partnerships with global brands and unlocking new revenue streams through advanced advertising formats is high on the agenda. Ensuring that we continue to deliver value to our advertisers while enhancing the consumer experience is always at the heart of what we do.
Which international markets does Wolt Ads have in its sights?
We’re very focused on expanding our presence in Europe, particularly in markets where retail media is gaining traction. However, there’s also tremendous opportunity outside of Europe, where we see a growing appetite for innovative retail media solutions. Our goal is to ensure that Wolt Ads becomes a key player not only in established markets but also in regions where we can bring new, tailored advertising solutions that meet the needs of both local merchants and global brands.
