Tesco and The Trade Desk expand partnership to offer maximum ad campaign control and optimisation

Marketers can now improve efficiency across all campaigns in their own account by reaching only relevant consumers based on shopping behaviours.

London, 26 September 2024 | Tesco Media and Insight Platform, powered by dunnhumby, has extended its partnership with The Trade Desk to give advertisers direct access to quality, anonymised audience segments on the platform. The extended partnership means brands can plan and execute their campaigns without solely relying on third-party cookies for the first time.

As the industry looks towards new approaches to identity on the open internet, marketers can now optimise across channels on the open internet from a single platform to reach relevant users drawing from actual in-store and online shopping behaviours informed by consented Clubcard first-party data.

This will power precise targeting to meet brand and performance objectives based on the types of customers most likely to engage with a specific brand, those known to buy from category competitors, or lapsed customers of that brand. This would allow, for example, planners to target customers known to be advocates of sustainability and buyers of vegan products, rather than all 18 to 35-year-olds who have visited a vegan recipe website on a single occasion.

Tash Whitmey, Group Managing Director at Tesco Media and Insight Platform, commented: “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. 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.”

Tim Abraham, Senior Director of Data Partnerships EMEA at The Trade Desk, said: “Our expanded partnership with Tesco Media and Insight Platform allows marketers to seamlessly reach shoppers with more precision across the open internet. This means advertisers can improve their media efficiency and business goals by reaching qualified customers informed by real purchase behaviours. Together with The Trade Desk, Tesco is putting consumers back in the driving seat by giving them greater control over the use of their data, while advertisers serve relevant content across multiple channels on the open internet.”

For further information, visit the Tesco Media and Insight Platform.

About Tesco Media and Insight Platform

Tesco Media and Insight Platform is a partnership between Tesco, the UK’s largest grocery retailer, and dunnhumby, a global leader in Customer Data Science. Together, we always put the customer first. Everything we do is fuelled by the insights generated via over 22 million Clubcard holders, a diverse, nationally representative, first-party behavioural dataset. We empower suppliers with granular insights so they can identify their most important customers and understand what matters to them.

We help serve brands and their agency partners via a unique mix of technology, software, and insight and media products which collectively help provide customers with a more personalised and relevant shopping experience. As the UK’s largest closed-loop Grocery Media and Insight Platform we’re able to connect the dots between advertising exposure and customer behaviour across online and offline touchpoints to help brands make better product, marketing, and commercial decisions and understand the true impact of their investment.

About dunnhumby

dunnhumby is the global leader in Customer Data Science, empowering businesses everywhere to compete and thrive in the modern data-driven economy. We always put the Customer First.

Our mission: to enable businesses to grow and reimagine themselves by becoming advocates and champions for their customers. With deep heritage and expertise in retail – one of the world’s most competitive markets, with a deluge of multi-dimensional data – dunnhumby today enables businesses all over the world, across industries, to be Customer First.

The dunnhumby Customer Data Science Platform is our unique mix of technology, software and consulting, enabling businesses to increase revenue and profits by delivering exceptional experiences for their customers – in-store, offline and online. dunnhumby employs nearly 2,500 experts in offices throughout Europe, Asia, Africa, and the Americas working for transformative, iconic brands such as Tesco, Coca-Cola, Meijer, Procter & Gamble and Metro.

About The Trade Desk

The Trade Desk™ is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimise digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific. To learn more, visit thetradedesk.com or follow us on Facebook, X, LinkedIn and YouTube.

Media Contact

Gavin Greene, dunnhumby

Andrea Frankl-Sanz, The Trade Desk