Tesco Media and Insight Platform, powered by dunnhumby, has expanded its partnership with The Trade Desk. The extension will enable brands to plan and execute their campaigns without having to rely on third-party cookies for the first time.
Marketers will be able to optimise across channels from a single platform using in-store and online shopping behaviour informed by consented Clubcard first-party data.
The pair provide the example of planners being able to target customers known to be sustainability advocates and buyers of vegan products, rather than only being able to target all 18- to 35-year-olds 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 Tash Whitmey, Managing Director at Tesco Media and Insight Platform. “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 customer’s data, while still delighting them with relevant advertising when they are browsing online.”
Tim Abraham, Senior Director of Data Partnerships EMEA at The Trade Desk, added: “Our expanded partnership with Tesco Media and Insight Platform 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.”
