Tesco, B&Q and John Lewis join pilots for new retail media alliance
Tesco, B&Q, John Lewis and Waitrose are taking part in a range of pilots for a new Dunnhumby retail media alliance.
The scheme has been launched to address retail media fragmentation by offering brands and agencies a single route to activate campaigns across multiple retailers.
Subscribe to TRBDunnhumby said the alliance responds to brands’ need to engage shoppers by enabling access to audiences and inventory across a range of retailers and media owners.
Starting this summer, the pilots will cover household and DIY products, health and beauty, and grocery, with the aim of enabling retailers, brands and agencies to plan, activate and measure marketing investment across multiple retailers and media owners.
Josh Bottomley, Dunnhumby’s outgoing chief executive, said: “Brands are demanding scale, consistency and transparency, but fragmentation has held the market back.
“This ground-breaking alliance is made possible through Dunnhumby’s unique position in the market, bringing the industry together under a shared framework, making it easier for brands to activate, measure and grow through retail media.”
The model will initially focus on existing retailer audiences and inventory but will look to expand into new opportunities over time. Dunnhumby said shoppers will benefit from enhanced product discovery across trusted retail and publisher environments, with advertising better aligned to shopping intent.
Designed to be open and collaborative, the model will connect retail purchase data with scaled publisher reach. Dunnhumby said retailers will maintain control of their own media businesses while benefiting from shared standards for activation, measurement and reporting.
