Tesco is extending its retail media offer to give brands access to laser-focused audience targeting, part of its ongoing partnership with global ad tech leader The Trade Desk.
The extension to the Tesco Media and Insight platform, powered by dunnhumby, will offer brands and advertisers maximum ad campaign control and optimisation, giving them direct access to anonymised audience segments.
Using Tesco Clubcard first-party data will allow brands to plan targeted campaigns, based on customers real in-store and online shopping behaviours, without relying on third-party cookies.
The new capabilities include precise targeting based on customers most likely to engage with a specific brand, those who currently buy from direct competitors, or those who have bought from that brand in the past. For example, planners will be able to target customers who already buy vegan products, rather than all 18 to 35-year-olds who visited a vegan recipe website once.
Marketers will then be able to optimise this data across multiple online channels, from a single platform.
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“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,” said Tesco Media and Insight group managing director Tash Whitmey.
“We believe the way forward is still cookieless and with The Trade Desk we are truly staying ahead of the curve in protecting customer’s data, while still delighting them with relevant advertising when they are browsing online.”
The Trade Desk senior director of data partnerships Tim Abraham described the move as “putting consumers back in the driving seat” and “giving them greater control over the use of their data”.
“Our expanded partnership with Tesco Media and Insight Platform allows marketers to seamlessly reach shoppers with more precision across the open internet,” he said.
“This means advertisers can improve their media efficiency and business goals by reaching qualified customers, informed by real purchase behaviours.
“Together with The Trade Desk, Tesco is putting consumers back in the driving seat by giving them greater control over the use of their data, while advertisers serve relevant content across multiple channels on the open internet.”
