Tesco Media and Insight Platform has extended its partnership with The Trade Desk to allow brands to plan and execute campaigns with Tesco consumer data and without relying on third-party cookies.
Marketers will now be able to optimise campaigns using Tesco’s anonymised audience segments, which are drawn from in-store and online shopping data informed by consented Clubcard first-party data.
For example, planners using The Trade Desk will now be able to target customers known to buy vegan products in the 18-35 age bracket, rather than simply target consumers who have visited a vegan recipe website on a single occasion.
“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,” said Tesco Media group managing director Tash Whitmey.
Whitmey noted that, although Google earlier this year decided to reverse course on its deprecation of third-party cookies on Chrome, Tesco Media believes “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”.
Google cookie U-turn: Industry is ready to move on, leaders say
The move comes amid an expansion of interest and adspend in retail media. According to GroupM’s This Year Next Year half-year update, retail media is on track to remain the fastest-growing segment within digital pure-play advertising, which will account for 70.6% ($699bn) of total ad revenue in 2024.
In the summer, GroupM itself agreed to a long-term strategic partnership with Tesco, which Tesco Media and Insight Platform client development director Nick Ashley called a “major landmark” that would allow GroupM clients to “truly harness the power of retail media, in all its forms, for measurable commercial advantage”.
Tesco Media and Insight Platform had made a similar agreement with Omnicom Media Group UK in 2023.
In 2022, ITV introduced a cookieless retail media solution called Matchmaker with both Tesco’s customer data arm Dunnhumby and Boots Media Group.
GroupM to supercharge retail media capabilities with Tesco Media tie-up
