Tesco, dunnhumby Extend Media and Insight Platform

Supermarket giant Tesco and its data division dunnhumby have announced further new features on the Tesco Media & Insight Platform, including ads on 'Scan as You Shop' handsets, product placement options, and collaboration with the ISBA over standardisation of retail media measurement.

The latest additions also include in-store digital screens and new onsite digital performance ads.

Launched almost two years ago, the Platform brings together Tesco's understanding of its customers from Clubcard and instore insights, to help suppliers and agencies engage with customers, and to personalize the shopping experience. The platform can be used to build a profile of clients' best customers, offers a range of customer targeting options; and its measurement tools allow brands to see the return on spend. In addition, it can be used to conduct evaluation of third-party media campaigns through data matching, inclusive of walled garden platforms. Last December the grocer announced partnerships with media owners such as ITVX, Pinterest and The Trade Desk, to help brands reach Tesco customers via new channels; and InfoSum and LiveRamp, to ensure all data is safe and secure.

According to the Platform's MD Nick Ashley (pictured), 'Tesco are leading the way in retail media, giving brands and agencies the power to truly shape what Britain buys, with Tesco Media now standing shoulder to shoulder with the established media houses. This scale, combined with our advanced closed-loop measurement and cutting-edge data science, allows brands partnering with Tesco Media to connect with shoppers like never before'.

Tesco Media has been working with the ISBA (the Incorporated Society of British Advertisers) for around a year to develop plans to drive the standardisation of measurement across retail media. The ISBA's Head of Media Bobi Carley comments: 'Our unified goal led by brands is to drive responsible retail media investment. We have been working collaboratively with Tesco Media over the last year in our pursuit of retail media measurement standardisation. Our ambition with Tesco Media is to drive consistency and transparency in the retail advertising ecosystem, benefiting both brands and consumers alike'.

Web sites: www.tesco.com and www.dunnhumby.com , with thanks to www.retailtechinnovationhub.com for some of the above.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.