Tesco has widened its retail media partnership with The Trade Desk to provide brands access to its Clubcard data.
The expansion of the Tesco Media and Insight platform, powered by Dunnhumby, is designed to give retailers and advertisers maximum ad campaign control and optimisation, giving them direct access to to anonymised audience segments.
Brands will be able to use the grocer’s first-party Clubcard data instead of relying on third-party cookies to plan targetted campaigns, prompted by real in-store and online shopping behaviours.
Related Story
Group managing director at Tesco Media and Insight platform 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.
“Although third-party cookies will now not be deprecated on Google’s Chrome browser, more stringent privacy controls will be put in place.”
She added: “Therefore, 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.”
Tesco signed a “landmark” partnership with the world’s biggest media-buying business GroupM in June to supercharge its retail media business.
The tie-up was designed to “drive best-in-class delivery of data-led solutions, education and innovation across all facets of retail media”.
Click here to sign up to Retail Gazette‘s free daily email newsletter
