DunnHumby has signed up B&Q, John Lewis, and Waitrose – as well as parent company Tesco – to pilot a new scheme that aims to address the retail media fragmentation that remains one of the sector’s biggest challenges.
The DunnHumby Network Alliance gives brands and agencies a single route to activate campaigns across multiple retailers, in a move that is designed to help retailers reach wider demand while delivering inventory efficiently.
At a time when many retail media networks exist in separate environments, the alliance is aimed at delivering an efficient and user-friendly answer that can unlock retail media growth for all. It will be delivered and built in partnership with technology company Kevel.
Starting this summer, the pilots will include household and DIY products, health and beauty, and grocery, with the aim of enabling retailers, brands and agencies to plan, activate and measure marketing investment across multiple retailers and media owners.
Designed as an open and collaborative model, by connecting retail purchase data with scaled publisher reach, the alliance allows retailers to maintain control of their own media businesses while benefiting from shared standards for activation, measurement and reporting, creating an alternative to today’s closed ecosystems.
Initially, the alliance will focus on existing retailer audiences and inventory with the ambition to expand into new opportunities over time.
It is claimed that shoppers will benefit through enhanced product discovery across trusted retail and publisher environments, with advertising better aligned to shopping intent.
DunnHumby chief executive Josh Bottomley said: “Brands are demanding scale, consistency and transparency, but fragmentation has held the market back.
“This ground-breaking alliance is made possible through DunnHumby’s unique position in the market, bringing the industry together under a shared framework, making it easier for brands to activate, measure and grow through retail media.”
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