Tesco-owned data giant Dunnhumby has bought Berlin-based global advertising technology firm Sociomantic Labs, in a move to ramp up its personalised advertising capabilities.

The deal, rumoured to be worth up to $200m, will see Dunnhumby combine its insights into 400 million consumers with Sociomantic’s digital advertising technology and real-time data from more than 700 million online consumers.

Dunnhumby said it would mean that for the first time, marketing content could be dynamically created for an individual in real time based on their interests and shopping preferences, and delivered via web and mobiles.

“Our strategic priority is to engage consumers and earn their loyalty wherever they shop, in-store and online, with personalised communications that are valuable and meaningful,” said CEO Simon Hay. “Doing that at a scale of more than a billion people is unprecedented.”