South Africa, Oct. 21 -- Cape Town-based buy now, pay later (BNPL) platform Happy Pay has publicly launched Happy Ads, an AI-powered advertising platform that generated more than R100m in merchant sales during its pilot.

The pilot delivered more than 268 million impressions and an average 20x return on advertising spend, meaning every R1 spent through the platform generated R20 in sales, according to the company.

Unlike traditional digital advertising models that charge for impressions or clicks, Happy Ads uses a cost-per-acquisition model. Retailers set the commission they are willing to pay and are charged only when a campaign results in a completed sale.

Advertising tied to actual sales

Happy Ads gives brands access to Happy Pay's ...