Co-op Media Network unveils first-party data solution

Co-op Media Network is claiming brands will be able to navigate and target curated sets of convenience shoppers across digital channels at scale and speed following the launch of its first-party data tool, Co-op Compass.

Tapping into Co-op’s retail, geographical reach, transaction volume capabilities and its understanding of the needs of convenience shoppers, the supermarket maintains that Co-op Compass offers advertisers a simple, quick and effective way to manage their offsite digital advertising through curated ready-to-use audiences, enabling seamless activation across several touchpoints.

The launch of Co-op Compass marks the next step in Co-op Media Network’s mission to build a suite of proprietary media products, by using the retailer’s in-depth, high-frequency customer data from more than 850 million transactions annually with over 6 million members and making it accessible across a broad range of digital channels.

The Co-op Media Network launched in January 2024 in partnership with SMG. However, Co-op Compass will be delivered in partnership with LiveRamp, which it has been working with since October 2023; LiveRamp’s data collaboration partner network will complement existing first-party data from Co-op.

Co-op chief membership and customer officer Kenyatte Nelson said: “First-party data, like that harnessed by Co-op Compass, provides unparalleled insights into shopper behaviour and preferences, enabling brands to create highly targeted and effective campaigns at speed that resonate with their audiences.

“These campaigns will utilise Co-op’s strengths as a leader in convenience to create tailored and unique experiences driven by who shoppers are, how they live and how they shop. This launch is an evolution of our already strong offering and we’re looking forward to further showcasing the power of retail media to brands in the convenience shopper space.”

From launch, Co-op Compass will offer a managed service, activating audiences via social and digital display channels. Additional advertising routes are planned to launch throughout 2025, with a further roll out of a self-service option.