Tesco customers are set to receive “more personalised and informative” advertising, following an expansion of the partnership between the supermarket and data platform LiveRamp.
By utilising LiveRamp’s ‘Data Collaboration Platform’ across its grocery, home & clothing, mobile and retail media divisions, the supermarket will provide advertisers with a “comprehensive view of its on-site and in-store media performance for enhanced return on ad spend” LiveRamp said.
Brands will also gain access to “advanced targeting capabilities” and improved audience segmentation, for example by dietary requirements.
“These will support advertisers in reducing media waste and focusing spend on shoppers most likely to engage,” LiveRamp – with which Tesco has been working since 2021 – said.
“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,” said Tom Mardon, head of media and campaign planning, Tesco.
“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,” Mardon added.
LiveRamp has several clients in the grocery space – including Co-op, Walmart, Carrefour, Danone, Kimberly-Clark and Boots.
“With brands increasingly eager to collaborate with partners holding high-quality, first-party data for enhanced marketing, Tesco is in an exceptional position,” said Alexia Nakad, VP brands and commerce media at LiveRamp.
“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 its consumers.”
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