Thanks, the AI-powered commerce media network, has announced a new strategic partnership with Oztix, Australia’s largest independent ticketing company. This collaboration brings Thanks’ post-purchase, rewards-driven ad platform into Oztix’s ticketing ecosystem, enabling fans to unlock relevant offers immediately after purchasing their event tickets.
With this integration, customers buying tickets on Oztix will get helpful recommendations. These suggestions cover dining, travel, merchandise, and unique experiences. This happens at a crucial moment when they are most engaged. The goal is to change the often-overlooked time after a purchase into a great opportunity for brand engagement.
In addition, the two companies are aligning on social good: a portion of the proceeds generated through the Thanks platform will be donated quarterly to Make-A-Wish® Australia, helping to grant wishes to children facing serious illnesses. This gives every ticket sale not just a commercial dimension, but a meaningful purpose.
Why This Is Significant for the Marketing & Advertising Industry
Unlocking the Post-Purchase Moment
Traditionally, the post-purchase phase – especially after buying tickets – has been a “dead zone” in marketing. With Thanks’ technology embedded into Oztix’s platform, this moment is reimagined as a powerful point of engagement. For brands, it offers a fresh way to reach highly engaged consumers with contextually relevant offers, thereby increasing incremental revenue.
A New Channel for Retail Media
Thanks has built its business around “retail media” – showing ads and offers when consumers are already in a transaction mindset. By expanding into event ticketing, Thanks is extending this model into live experiences. For marketers, this means another premium insertion point to deliver personalized, intent-driven advertising linked to real consumer behavior.
AI-Driven Personalization
Thanks’ platform is powered by its proprietary DelightAI engine, which personalizes rewards and offers based on user behavior, intent, and inferred preferences. Integrating this into Oztix gives brands access to intelligent targeting: offers can be tailored not just to the individual, but to the context of their live-experience journey.
Strengthening Brand Trust Through Purpose
By tying a portion of ad-revenues to charitable giving (via Make-A-Wish), the partnership adds a purpose-led dimension. Brands participating in this ecosystem benefit from a narrative that aligns commercial goals with social impact — a powerful differentiator in today’s values-conscious marketing landscape.
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Business Implications for B2B and Advertising Players
- Advertisers & Brands: Brands can now reach the live-event economy through targeted post-purchase placements. This creates chances for fun campaigns. They can promote lifestyle offers, event add-ons, or sponsored experiences for attendees.
- Agencies: Agencies partnering with consumer brands can create more experiential and loyalty-driven programs. Encourage clients to see this post-ticketing touchpoint as a chance for growth.
- Ticketing Platforms & Event Promoters: Platforms like Oztix can boost revenue by adding a media-monetization layer. It also boosts the value for promoters and venues by engaging more monetizable audiences after purchase.
- AdTech / MarTech Providers: This integration combines ticket sales with real-time ads and loyalty programs. MarTech vendors should support similar post-transaction engagement models. This is important for events and live experiences.
Challenges & Considerations
The partnership offers exciting opportunities but faces several challenges:
- User Experience Balance: Too many offers right after purchase can disrupt fan enjoyment. Brands and Thanks should make sure their messages are relevant and subtle. This helps keep engagement positive.
- Ad Relevance & Fatigue: Too many repetitive or irrelevant ads can annoy users and hurt brand value. Ongoing optimization and personalization are crucial.
- Data Privacy & Consent: This model uses behavior data to customize rewards. So, it’s important to handle user data openly and obey privacy laws.
- Measurement & Attribution: Demonstrating the added value of post-ticketing media is crucial. This includes showing increased sales, loyalty, and brand engagement. These metrics help justify brand investment. Clear attribution frameworks are necessary.
- Scalability: The model looks good, but scaling it for many events and ticket sales requires strong infrastructure. It also needs predictive algorithms and teamwork between Thanks, Oztix, and brand partners.
- The Bigger Picture: Reimagining Event Commerce with Purpose
The Thanks–Oztix partnership is more than a business deal. It changes how event ticketing can support retail media, boost customer loyalty, and promote social good. They are turning ticket buying into a personal experience. This creates more meaningful and purpose-driven digital interactions in the events industry.
For the B2B marketing and advertising world, this partnership underscores several broader trends:
- Live-event platforms are becoming media channels.
- Brands want deeper engagement tied to transactions.
- AI-driven personalization isn’t only for digital sales; it fits into experiential systems too.
- Purpose-led partnerships can provide both business value and social good.
As this model grows, brands, agencies, and ticketing platforms can discover new chances in event marketing. They can explore post-purchase monetization strategies. A ticket lets you access the event and creates memorable brand moments that stick with you.