Sainsbury’s owned Nectar360 has partnered with adtech firm The Trade Desk to allow advertisers to better target campaigns.
The new partnership aims to improve and report on the performance of advertising campaigns in a bid to help advertisers better connect digital market campaigns with in-store and online sales.
The tie-up also expands Nectar360’s offsite reach, allowing users to access Nectar audiences across the open internet, including connected TV and online video inventory.
It marks a significant development within retail media for brands and agencies, with Nectar360 hailing the new collaboration as opening up “new horizons”.
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Nectar360 managing director Amir Rasekh said: “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.
“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 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.”
The new partnership follows Nectar360 renewing its 18 year partnership with American Express late last year.
