dunnhumby Partners for Consumer Targeting Tool Launch

Tesco-owned customer data firm dunnhumby and retail media platform CitrusAd have announced a partnership. The resulting solution uses historical data from a customer's off- and online purchasing behaviour to help retailers showcase relevant products to shoppers using non-interruptive native ads.

The new 'Sponsored Products' platform includes the Sponsored Search app, which uses keyword matching to promote relevant goods at the top of a customer's product feed when they look for an associated item; and Sponsored Recommenders, through which paid placements can be surfaced within a specific area of a retailer's web site categories, aisles, and the checkout. Related item (cross category) and similar item (same category) product page listings have been designed to encourage cross-sell and upsell respectively; and all ads appear natively within the retailer's page design.

Jérôme Cochet (pictured), dunnhumby Media MD, comments: 'The beauty of dunnhumby's Sponsored Products is that it allows retailers and brands to promote products to customers in a way that is ultimately additive to the quality of their shopping experience. By utilising customer behaviour data from online and instore transactions we're able to score them against multiple objectives for every product a retailer sells, such as retention and acquisition. This ensures a cohesive link between the ads they see and the products they're likely to buy'.

Web sites: www.dunnhumby.com and www.citrusad.com .