Swedish FinTech Klarna has partnered with technology company PubMatic to allow advertisers to reach and engage with shoppers who use the buy now, pay later (BNPL) service.

Advertisers will have access to a range of services including affiliate, search and influencer marketing through the partnership.

PubMatic said that the service will enable advertisers to reach shoppers across the complete customer journey and actively engage millennial and Gen Z shoppers.

Klarna said it has one of the fastest growing communities of shoppers globally, with 37 million consumers in the US and 550,000 retailer partners representing over 2.5 million transactions per day.

The service can be scaled to demand whichever demand-side platform (DSP) a buyer is working with on both a self-serve and managed service basis.

The integration will initially be available in the US, with the companies planning to expand across European markets soon.

“Our aim is to offer consumers a relevant, personalized and smooth shopping experience, while being a growth partner to retailers,” said David Sandstrom, chief marketing officer at Klarna. “By partnering with PubMatic, we are excited to leverage the power of programmatic advertising to connect brands with the world’s most engaged shoppers at scale and create efficiencies in their media buys.”

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