Tesco shops at LiveRamp to woo more CPG advertisers

Tesco, the UK’s biggest retailer, is aiming to bring in even more consumer packaged goods brands to its retail media network by offering greater personalisation, while enhancing transparency of attribution and boosting return on ad spend.

The move sees the grocery giant expand its relationship with LiveRamp, which has worked with Tesco since 2021, and which works with both Asda and Co-op.

LiveRamp will now aim to provide more personalised and informative advertising campaigns for major brand owners by implementing its Data Collaboration Platform across Tesco’s Grocery, Home & Clothing, Mobile and the retail media divisions.

With 23 million UK households signed up to Tesco’s Clubcard scheme, the retailer maintains it has “unique and extensive” first-party data that provides a deeper understanding of its customers’ shopping preferences. This includes both physical and digital touchpoints interacted with on their path to purchase.

In line with the industry’s increasing reliance on first-party data over third-party cookies, Tesco required a futureproofed and customer first privacy solution that could activate its data deterministically in paid media as well as provide the flexibility and control to collaborate with different brand, agency and platform partners at scale.

The retailer insists this is a significant development for Tesco’s first-party marketing proposition and offers particular value to its CPG clients.

The expanded integration of the LiveRamp’s Data Collaboration Platform is designed to enable the retailer to unlock a truly omnichannel and representative view of its audiences and push this insight to over 13+ platform destinations.

The company maintains this has already driven a 60% year-on-year increase in Tesco’s investment in its first-party addressable media.

As its Clubcard members benefit from more personalised paid media campaigns, Tesco’s advertisers will get their hands on a comprehensive view of its onsite and in-store media performance for enhanced ROAS.

With transparent measurement that is complementary to their marketing mixed modelling stacks (MMM), Tesco’s advertisers will also have access to advanced targeting capabilities. This includes Conversion API (CAPI), audience segmentation (for example, dietary requirements), and modelling.

Together, these will support advertisers in reducing media waste and focusing spend on shoppers most likely to engage. Tesco and LiveRamp are continuing to collaborate alongside Tesco’s agency partners, including WPP Media, on further measurement and modelling enhancements and opportunities for brand growth.

Tesco head of media and campaign planning Tom Mardon said: “We’ve been keen to find a partner who can help us deliver more personalised and relevant addressable paid advertising. Tesco’s mission is to deliver the most personalised shopping experiences to our customers across all touchpoints.

“With highly accurate targeting and transparent measurement across digital and in-store, LiveRamp’s solution has provided us with the flexibility to collaborate at scale with multiple media partners. In collaboration with our agency partners, this has created more relevant and personal communication that will help drive the brand. At the same time, it provides a platform we can share with our CPG partners.”

LiveRamp VP brands and commerce media Alexia Nakad added: “With brands increasingly eager to collaborate with partners holding high quality, first-party data for enhanced marketing, Tesco is in an exceptional position.

“Its Clubcard data presents unique customer insight for improved media activation, and LiveRamp is delighted to be supporting Tesco to maximise the value of this data for Tesco’s business, its partners and consumers.”