Retail Media Network Partnership for dunnhumby

Customer data science firm dunnhumby has partnered with Bridg, the identity resolution and shopper intelligence platform behind the Rippl data and media network. The firms say they are addressing the 'disproportionate concentration of advertising investment' currently flowing into the top two retail media networks.

Bridg is a division of spend data analyst Cardlytics, and offers a unique identity resolution platform which combines in-store transaction data with insights into off-line consumer behavior. This powers the Rippl Retail Media Network, the largest consortium of regional grocers and convenience stores in the US, and gives advertisers access to a national network of over 130 million shoppers with precise targeting down to the category, brand and product level, and closed-loop campaign measurement tied to in-store revenue.

With the new partnership, retailers can create new data assets by significantly expanding their first-party customer data using Bridg's identity tech; use dunnhumby's Shopper insights platform and loyalty and customer engagement suite; and better monetize their media using a combination of dunnhumby's Retail Media Platform and the Rippl network.

Leo Nagdas, Head of Corporate Development at dunnhumby, states: 'Our combined capabilities help retailers and brands drive incremental customer value by delivering personalized, privacy-compliant, and relevant experiences across all channels.' Steve Dietch (pictured), Chief Revenue Officer at Bridg, adds: 'Currently, 85% of U.S. retail media spend flow into the top two retail media networks. This leaves a significant gap for retailers who possess rich customer insights and valuable audiences but lack the holistic media strategy that Bridg and dunnhumby can now offer.'

Web sites are at www.dunnhumby.com , www.bridg.com and www.ripplnetwork.com .

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