Commerce media doesn't have to start at a retailer's checkout. Any brand with loyal customers and recurring touchpoints, such as a birthday email, a repayment reminder, or an in-app milestone, has inventory that can create new revenue without adding ad clutter. Nift's Saket Mehta and Klarna Ads's Taylor Kaplan show how Klarna turned lifecycle moments into opt-in, personalized gift experiences, delivering nearly 8 million gifts in three months and revenue ahead of forecast. They'll cover what made customers say yes, what it took to launch, and a playbook for any non-retail business looking to monetize customer moments while strengthening the relationship.