Tesco has expanded its collaboration with The Trade Desk, leveraging Clubcard data to enhance targeted advertising capabilities.
- The initiative grants advertisers access to anonymised audience segments through Dunnhumby’s platform.
- This strategic move shifts the focus from third-party cookies to first-party data derived from actual shopping behaviours.
- Both Tesco and The Trade Desk emphasise the importance of consumer privacy and control over personal data in their approach.
- This partnership is expected to improve media efficiency and help brands achieve better business outcomes.
Tesco has advanced its partnership with The Trade Desk by enabling brands to access Clubcard user data. Through the Tesco Media and Insight platform, powered by Dunnhumby, advertisers gain control and optimisation of ad campaigns while being able to target anonymised audience segments.
The revised strategy focuses on utilising Tesco Clubcard’s first-party data over third-party cookies. This effort is designed to create precise, targeted campaigns based on real in-store and online shopping data, enhancing the relevance of advertisements without compromising privacy.
According to Tash Whitmey, Managing Director of Tesco Media and Insight, this development is significant in a privacy-centric world. Whitmey stated, ‘We believe the way forward is still cookieless and with The Trade Desk, we are truly staying ahead of the curve in protecting customers’ data, while still delighting them with relevant advertising when they are browsing online.’
Tim Abraham, Senior Director of Data Partnerships at The Trade Desk, noted that the partnership empowers consumers by giving them greater control over their data use. He commented, ‘Our expanded partnership with Tesco Media and Insight Platform allows marketers to seamlessly reach shoppers with more precision across the open internet.’
This collaboration aims to enhance media efficiency by targeting qualified customers informed by their real purchase behaviours. The strategic approach is expected to enable advertisers to meet their business goals more effectively.
Tesco’s collaboration with The Trade Desk represents a significant step in advancing data-driven marketing while prioritising consumer privacy.
