Loyalty card operator Nectar 360 has partnered with global ad tech firm The Trade Desk to enable brands to curate targeted retail media campaigns via the open internet.
The move will allow Nectar 360, which owns and operates Nectar and manages Sainsbury’s’ and Argos’ retail media services, to connect brands’ digital campaigns with in-store and online sales.
By combining Nectar 360 and The Trade Desk’s ad tech capabilities, brands and agencies will be able to build and run advertising campaigns beyond Nectar360’s onsite offering.
“Our retail media technology is market-leading, and we are very excited to combine it with the power of The Trade Desk to bring huge benefits to the market,” Nectar360 managing director Amir Rakesh said.
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“This is the first phase of a partnership that we believe opens up entirely new horizons for retail media, linking up our already-vast network of in-store, on-site and off-site opportunities with the open web, and planting retail media squarely in the digital marketing mainstream.”
The integrated partnership will extend to a wide range of formats, allowing advertisers to reach Nectar audiences via across the open internet, including connected TV and online video inventory.
The Trade Desk senior director of data partnerships EMEA Tim Abraham added: “The holy grail for marketers is the ability to connect advertising with customer purchases. As the digital landscape evolves and the industry moves towards new approaches to identity, our clients are seeking ways to close the loop and optimise campaign performance.”
“Partnering with Nectar360’s technology gives us the ability to provide advertisers what they want – which is rich data to target the right consumer and optimisation capabilities to inform media decisioning across the whole open internet.”
