Nectar360 – which owns and operates the Nectar loyalty programme, and is behind the Sainsbury’s and Argos retail media services – has teamed up with media buying platform The Trade Desk to give advertisers the opportunity to harness the power of retail media on the open web.
“The holy grail for marketers is the ability to connect advertising with customer purchases,” said Tim Abraham, Senior Director of Data Partnerships, EMEA, The Trade Desk. “As the digital landscape evolves and the industry moves towards new approaches to identity, our clients are seeking ways to close the loop and optimise campaign performance. Partnering with Nectar360’s technology gives us the ability to provide advertisers what they want – which is rich data to target the right consumer and optimisation capabilities to inform media decisioning across the whole open internet.”
Through the partnership, advertisers using The Trade Desk’s platform will be able to target campaigns to Nectar audiences, while leveraging both Nectar360’s and The Trade Desk’s capabilities to optimise and report on the performance of ad campaigns.
This means brands and agencies will be able to run ad campaigns beyond Nectar360’s onsite offering, opening up audiences on channels including connected TV and online video inventory, and providing advertisers with a means to connect their open internet campaigns with in-store and online sales.
“Our retail media technology is market-leading, and we are very excited to combine it with the power of The Trade Desk to bring huge benefits to the market,” said Amir Rasekh, Nectar360’s Managing Director. “This is the first phase of a partnership that we believe opens up entirely new horizons for retail media, linking up our already-vast network of in-store, on-site and off-site opportunities with the open web, and planting retail media squarely in the digital marketing mainstream.”
