Tesco’s Dunnhumby buys German ad technology firm

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.


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