Tesco has strengthened its collaboration with The Trade Desk to enhance advertising precision through Clubcard user data.
- In a privacy-focused shift, Tesco provides brands with anonymised first-party data to target campaigns.
- This expansion replaces the need for third-party cookies, offering advertisers more control and efficiency.
- Tesco’s ongoing partnership with GroupM underscores its broader retail media strategy.
- Stakeholders view this move as aligning consumer data control with marketing goals.
Tesco, the British retail giant, has announced a significant enhancement of its partnership with The Trade Desk, a global advertising technology company. This move is facilitated by Dunnhumby, and aims to offer brands access to the expansive data from Tesco’s Clubcard. By leveraging this first-party data, Tesco intends to provide advertisers with detailed insights into consumer shopping behaviours, both in-store and online.
The initiative marks a shift away from reliance on third-party cookies, reflecting broader industry trends prioritising consumer data privacy. Tesco Media and Insight Group’s Managing Director, Tash Whitmey, expressed enthusiasm about this development, highlighting it as a major milestone in a world increasingly focused on privacy. Whitmey noted this approach as the way forward, staying ahead of the curve in delivering relevant advertisements while ensuring data protection.
Tim Abraham, The Trade Desk’s Senior Director of Data Partnerships, echoed these sentiments, emphasising the empowerment of consumers through this partnership. Abraham stated, ‘Our expanded partnership with Tesco Media and Insight Platform allows marketers to seamlessly reach shoppers with more precision across the open internet.’ This collaboration is intended to boost media efficiency and aid advertisers in achieving their business objectives.
Earlier this year, Tesco fortified its retail media offerings through a significant collaboration with GroupM, the world’s largest media investment group. This step underscores Tesco’s strategic commitment to enhancing its media platform capabilities, ensuring it remains a leader in the privacy-first advertising landscape. Stakeholders see these partnerships as a move to balance consumer data control with effective marketing strategies.
Tesco’s proactive approach to leveraging first-party data exemplifies a responsible and efficient strategy in the evolving advertising landscape.
