Redefining Advertising by Toss Ads

Back in 2015, sending ₩10,000 meant entering your digital certificate PIN, digging out your security card, and punching in an OTP code. What once took nearly 3 minutes now takes just 30 seconds. This was made possible by Toss, removing unnecessary complexity and focusing on what truly matters. Now, ten years later, Toss Ads is out to redefine advertising.

At Toss, what used to be decisions made by marketers, from creative production to targeting and bidding, are now handled by the system. Targeting that used to rely on assumptions is now powered by real payment data, and the full journey from click to purchase is seamlessly connected within Toss. This isn't just another feature. It’s a fundamental shift in how advertising works. All you need to do is set your goals, and Toss Ads takes care of the rest.

Product | Turning Ads into Action

One thing people often miss about ad efficiency is, even the best targeting won’t help if the post-click journey is complex. Even the simplest screens see drop-offs of around 10%. Repeat that 10 times, and 66% of the users who initially clicked are gone. To address this complexity, Toss Ads is launching two new ad products in the second half of this year.

Play at Toss: From Installation to Growth

The biggest source of wasted spend in game advertising is post-install churn. Users who come primarily for the rewards end up “cherry-picking,” so installs never turn into actual revenue.

Play at Toss changes this structure. The placements within the gaming section of the Toss app, visited by millions of people every month, provide users with installation rewards, leading to immediate conversion. But it doesn't end there. We create consistent engagement by offering revisit rewards and customized missions.

This data is then used for targeting beyond the app. From pre-registration and installation to engagement, remarketing, and new expansion, Toss Ads helps design the full loop of growth for gaming businesses.

Buy at Toss: E-commerce, Ads, and Payments in One Place

Commerce ads are even more complex. Users have to click, open the app, sign up, log in, choose their options, add to their cart, and finally, pay. By the time users make it this far, much of their intent has already faded, and only a few make it through.

Buy at Toss turns this complex process into a single, seamless flow. When a user clicks an ad, they review the product, select options, and complete the purchase within the Toss app with a single Slide to Pay. The authentication and payment infrastructure embedded within Toss removes every barrier to conversion.

For advertisers, synchronizing tens of thousands of SKUs and real-time inventory and price fluctuations with an ad platform requires massive operational resources. Toss Ads solves this through an AI Agent that learns product information in real-time and identifies the most relevant products. There’s no need to build a separate storefront or manually manage live feeds.

Advertising is no longer just about placements—it’s about turning attention into action. And Toss Ads makes that happen.

Platform | Set Your Goals. The System Does the Rest.

Prior to campaign launch, marketers face countless decisions: which copy will work, how to segment the target, what the right bid price is, and more. Each decision takes time and effort. Toss Ads helps reduce that complexity.

Ads Mate: Creative Automation

Simply input a product image or a few keywords, and the system automatically suggests headlines and creatives tailored to your campaign goal*. If the goal is conversion, it auto-optimizes toward persuasive messaging. If the goal is awareness, it leans into more emotion-driven creative.

Turn static image creatives into video banners, and the system even suggests A/B test variations. Combined with Toss's campaign simulator, it doesn't just generate content. It even predicts the likelihood of user response. The system is designed to identify and suggest the options most likely to perform.

Ads Flow: Setup Automation

The entire campaign setup process is streamlined from start to finish*. Set your ad objective, landing URL, target audience, and budget in just a few clicks, and then creative automation seamlessly generates and recommends tailored creatives. After setup is complete, a campaign quality score is provided, and a performance simulator suggests more efficient configurations than manual setup. This simplifies the overall setup process, while making performance more predictable.

*Launching in the second half of the year

Automated Bidding

Bidding is managed by an auto-bidding system. Automated bidding reflects real-time market competition and traffic dynamics to prevent overspending, and automatically switches strategies based on the goal. It also uses historical traffic data, which allows for more granular optimization, so performance stays stable from the start.

Creative, setup, and bidding automation work together seamlessly, so marketers can spend less time on repetitive tasks and more on strategy. Today, more than 80% of Toss Ads partners run their campaigns through this automated system.

Data | Verify With Real Payment Data

Machine learning is now standard across ad platforms. But automation is only as good as the data it’s trained on.

Traditional platforms rely on third-party cookies or device IDs. Of course, they can tell what content users consume and which banners they clicked. But they can't tell whether those users actually have purchasing power, or what they spend offline. Interests are visible, but purchasing power is not.

Toss Human Party Data

Toss Ads found the answer in real payment data. Card payments, transfers, account and asset data, spanning both online and offline behavior, accumulate within Toss. Added to this are lifestyle data from over 100 services, including shopping, gaming, community, and mini apps.

This contextual data captures not just the moment money is spent, but also what people enjoy and where their interests lie. It’s not based on virtual signals like cookies or device IDs, but data about people as real economic actors. This is what Toss defines as Human Party Data.

Targeting Beyond Intuition

When this data meets machine learning, it uncovers patterns beyond a marketer's intuition. In fact, when Olive Young ran its Olive Young Sale campaign targeting beauty trend-sensitive users, machine learning discovered a high response rate among idol fandom users. At first glance, their interests seem different. But payment data revealed that both groups actively spend on visual satisfaction, and this connection was made visible thanks to real payment data by Toss.

Discovering the Missing Link

The same applies to performance measurement. With Apple's stricter iOS privacy policy, conversion data from iPhone users has become significantly limited. However, Toss Ads uses payment data to restore this broken link and track conversions from online ad exposure to offline purchases. What previously appeared as "0" in existing reports were, in fact, real outcomes happening all along.

From Operator to Strategist

Over the past 24 months, Toss Ads has rapidly absorbed and redefined market standards. It has built a foundation spanning the full spectrum of digital advertising from branding, lead generation, and traffic to conversions and app installs. But this is only the beginning.

Toss Ads has a clear direction: replacing repetitive tasks and giving marketers more time to focus on strategy. A platform that reduces complexity, data that reveals previously hidden results, and a product experience that removes friction between ads and purchases. Together, these define the new standard of advertising that Toss Ads is building. Make the shift from operator to strategist with Toss Ads.

If you're curious what this could look like for your brand, get a campaign proposal tailored to your marketing goals.