Tesco Enhances Retail Media Collaboration to Leverage Customer Data

Driven by Dunnhumby, the expansion of the Tesco Media and Insight platform aims to provide brands and advertisers with enhanced control and optimization of their ad campaigns, offering them direct access to anonymized audience segments.

Leveraging First-Party Data

With this enhancement, brands will be able to utilize Tesco Clubcard’s first-party data, moving away from the reliance on third-party cookies. This shift allows for the planning of targeted campaigns based on real in-store and online shopping behaviors, ultimately improving the effectiveness of advertising efforts.

A Privacy-Centric Approach

Tash Whitmey, group managing director of Tesco Media and Insight, emphasized the significance of this development: “This is a very exciting next step in our partnership with The Trade Desk and a major milestone in an ever-increasing privacy-centric world.” She further highlighted that the future remains cookieless, showcasing how the partnership is committed to protecting customer data while delivering relevant advertising experiences online.

Empowering Consumers

Tim Abraham, senior director of data partnerships at The Trade Desk, echoed this sentiment, stating that the new collaboration is focused on “putting consumers back in the driving seat” and “giving them greater control over the use of their data.” This partnership allows marketers to connect with shoppers more precisely across the open internet, enhancing media efficiency and achieving business goals by targeting qualified customers informed by real purchase behaviors.

Expanding Retail Media Offerings

Earlier this year, Tesco reinforced its retail media capabilities by launching a landmark partnership with GroupM, the world’s largest media investment group. This collaboration further solidifies Tesco’s position in the evolving landscape of retail media, ensuring brands can effectively engage with consumers through innovative strategies.