Tesco has expanded its partnership with global ad tech brand The Trade Desk to offer brands access to Clubcard user data.
Powered by Dunnhumby, the expansion of the Tesco Media and Insight platform is aimed at giving brands and advertisers maximum ad campaign control and optimisation, granting them direct access to anonymised audience segments.
The supermarket’s new move will allow brands to use Tesco Clubcard first-party data, rather than relying on third-party cookies, to plan targeted campaigns, prompted by real in-store and online shopping behaviours.
Tesco Media and Insight group managing director Tash Whitmey said: “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.
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“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 said the new partnership would be “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,” Abraham added.
Tesco bolstered its retail media offer earlier this year with the launch of a ‘landmark ‘partnership with the world’s largest media investment group GroupM.
