Tesco has broadened its collaboration with The Trade Desk, leveraging Clubcard data to enhance advertising strategies.
- The expansion offers retailers and advertisers improved control and optimisation of their campaigns through anonymised audience segments.
- Tesco’s first-party Clubcard data will be utilised, moving away from reliance on third-party cookies.
- Despite third-party cookies not being deprecated on Chrome, Tesco focuses on stringent privacy controls.
- Tesco’s new partnership with GroupM aims to drive data-led innovations across retail media.
Tesco has announced the expansion of its retail media partnership with The Trade Desk, a move that allows brands to access Clubcard data for targeted advertising. This development enhances the capabilities of the Tesco Media and Insight platform, which is powered by Dunnhumby. The focus of this initiative is to provide retailers and advertisers with the maximum control and optimisation of their ad campaigns, utilising anonymised audience segments to create targeted marketing strategies.
In this enhanced collaboration, brands will now be able to leverage Tesco’s first-party Clubcard data instead of depending on third-party cookies. This shift is prompted by the real consumer behaviours observed both in-store and online, allowing for more precise and personalised advertising campaigns.
Tash Whitmey, Group Managing Director of Tesco Media and Insight platform, highlighted the importance of privacy in today’s digital landscape, stating: “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 further emphasised that the future lies in a cookieless approach, with Tesco and The Trade Desk aiming to protect customer data while delivering relevant advertising online.
In addition to this, Tesco’s recent partnership with GroupM—the largest media-buying business globally—has been described as ‘landmark.’ This collaboration is expected to supercharge Tesco’s retail media business by providing best-in-class delivery of data-led solutions, along with education and innovation spanning all aspects of retail media.
These strategic partnerships signal Tesco’s commitment to advancing privacy-focused, data-driven retail media solutions that align with changing industry dynamics.
