Tesco is ramping up its retail media offer to give advertisers direct access to anonymised audience segments based on shopping behaviour rather than online browsing history, allowing brands to plan and execute their campaigns without solely relying on third-party cookies for the first time.
The move sees Tesco Media & Insight Platform – which is powered by DunnHumby – extend its partnership with The Trade Desk in what the supermarket giant claims is a “major milestone in an ever-increasing privacy-centric world”.
As the industry looks towards new approaches to identity on the open internet, marketers can now optimise across channels on the open Internet from a single platform to reach relevant users, drawing from actual in-store and online shopping behaviours informed by consented Clubcard first-party data.
It is claimed this will power precise targeting to meet brand and performance objectives based on the types of customers most likely to engage with a specific brand, those known to buy from category competitors, or lapsed customers of that brand.
This would allow, for example, planners to target customers known to be advocates of sustainability and buyers of vegan products, rather than all 18 to 35-year-olds who have visited a vegan recipe website on a single occasion.
Tesco Media and Insight Platform group managing director Tash Whitmey said: “This is a very exciting next step in our partnership with The Trade Desk and a major milestone in an ever-increasing privacy-centric world.
“Although third-party cookies will now not be deprecated on Google’s Chrome browser, more stringent privacy controls will be put in place. Therefore, we believe the way forward is still cookieless and with The Trade Desk we are truly staying ahead of the curve in protecting customers’ data, while still delighting them with relevant advertising when they are browsing online.”
Trade Desk senior director of data partnerships EMEA Tim Abraham added: “Our expanded partnership allows marketers to seamlessly reach shoppers with more precision across the open Internet. This means advertisers can improve their media efficiency and business goals by reaching qualified customers informed by real purchase behaviours.
“Together with The Trade Desk, Tesco is putting consumers back in the driving seat by giving them greater control over the use of their data, while advertisers serve relevant content across multiple channels on the open Internet.”
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