Major brands join trial of ITVX data-driven ad scheme

Some of the world’s biggest advertisers – including Unilever and PepsiCo – have signed up to trial ITV AdLabs’ new retail media solution, Matchmaker, which taps into loyalty scheme data provided by Tesco’s DunnHumby and Boots.

The new targeting tool is available on the ITVX streaming service, and is fully cookieless and consented, using InfoSum’s data collaboration platform to securely match ITV’s 37 million registered first-party audience with Boots’ Advantage Card and Tesco’s Clubcard databases.

Matchmaker enables advertisers who supply Boots and Tesco to enhance their video on demand targeting by activating category shopper audiences on ITVX using the loyalty data, and measuring precise sales uplift among those who have seen an ad.

PepsiCo’s Walkers, Heineken, and Unilever’s Magnum are among the brands trialling the Matchmaker Tesco solution.

Meanwhile, Unilever’s Sure, John Frieda, and Estrid Razors, are among the brands trialling the Matchmaker Boots solution.

A full-scale rollout is planned from July, when Matchmaker will become available to all qualifying FMCG advertisers.

ITV controller of advanced advertising Jayesh Rajdev said: “We’ve had an astounding customer response to AdLabs’ launch of Matchmaker, and I’m pleased to see the pilot gaining quick traction with such a broad spectrum of advertisers. We’re now full steam ahead on customer roll-out and development roadmap with both retail partners.”

Unilever digital commerce director Katharine Crossland added: “We are excited to be trialling ITV’s new proposition. Utilising retailer loyalty data allows us to deliver relevant ads to the most relevant audience, with the benefit of closed loop measurement.”

According to IAB Europe, the retail media market is already worth €8bn, and is largely dominated by digital ad spend.