Channel 4 and Sainsbury's Nectar360 in Targeting Deal

UK TV broadcaster Channel 4 has announced a data partnership with Sainsbury's loyalty card initiative, Nectar360, to support advertiser targeting on Channel 4's streaming platform, All 4.

Via the partnership, FMCG brands will be able to tailor their adverts on All 4 to groups of users based on their recent shopping habits at Sainsbury's supermarkets. Once a brand has served the ads, Channel 4 and Nectar360 can provide data to show how many customers purchased the product after seeing them.

The partnership is the first product from 4Sales' new dedicated Commercial Innovation team, and is led by Jonathan Lewis (pictured), Channel 4's Head of Commercial Innovation and Partners. The firms have employed similar technology to Channel 4's data driven ad product BRANDM4TCH, which matches consumer data between the two organisations within a secure 'clean data room' environment managed by data collaboration platform InfoSum.

New audience segments have been created at a product category level, allowing targeting of customers with similar buying habits, using segments created by Nectar360. Lewis comments: 'By being able to better target viewers, we hope to improve the effectiveness of our advertising partners' brand campaigns, while offering All 4 users a more tailored advertising experience'.

This announcement follows yesterday's news that TV broadcaster ITV has worked with Tesco's data arm dunnhumby and Boots Media Group to launch a cookieless 'Matchmaker' solution, which matches ITV's first-party audience with Tesco's Clubcard and Boot's Advantage Card databases.

Web sites: www.channel4.com and www.about.sainsburys.co.uk .