Tesco has enhanced its partnership with The Trade Desk to leverage Clubcard data, strengthening its retail media capabilities.
- Brands gain access to anonymised Clubcard data for targeted advertising campaigns.
- The initiative prioritises privacy by avoiding reliance on third-party cookies.
- Tesco aims to deliver data-led solutions and innovation through this expansion.
- The move follows a significant partnership with GroupM to advance retail media strategies.
Tesco has strategically broadened its collaboration with The Trade Desk, offering retailers and advertisers access to its rich repository of Clubcard data. This initiative seeks to utilise anonymised audience segments to optimise advertising campaigns, moving away from the traditional reliance on third-party cookies. Through this approach, brands can enhance their targeting strategies by focusing on real shopping behaviours both in-store and online.
According to Group Managing Director Tash Whitmey, this development marks a significant progression in maintaining customer data privacy while enhancing the relevance of online advertising. Whitmey emphasised the importance of transitioning to a cookieless future, despite Google’s decision to maintain third-party cookies in its Chrome browser for now.
The expanded partnership coincides with a landmark deal struck with GroupM earlier in the year, aimed at elevating Tesco’s retail media operations. This alliance aspires to deliver advanced data-driven solutions and foster innovation across the retail sector.
The enhanced capabilities of the Tesco Media and Insight platform, powered by Dunnhumby, underline a commitment to giving advertisers unprecedented control and precision in their campaign executions.
Tesco is setting a precedent in retail media by combining privacy-conscious strategies with cutting-edge advertising solutions through its expanded partnerships.
