Tesco-owned customer science company Dunnhumby has acquired German advertising technology firm Sociomantic Labs.
The deal, worth around $200m, hopes to “dramatically improve” the way advertising is planned, advertised and evaluated.
It will involve Dunnhumby combining its insights into 400m consumers with Sociomantic’s technology and real-time data from more than 700m online consumers.
Dunnhumby said in a statement: “For the first time, marketing content can be dynamically created specifically for an individual in real-time based on their interests and shopping preferences, and delivered across online media and mobile devices.”
Simon Hay, CEO of Dunnhumby commented: “Our strategic priority is to engage consumers and earn their loyalty wherever they shop, in-store and online, with personalized communications that are valuable and meaningful.
“Our observed campaigns to date have shown that increased relevance leads to significantly better engagement and response rates,” he added.