Nectar360, which owns and operates Nectar, the UK’s largest coalition loyalty programme, as well as managing Sainsbury’s and Argos retail media services, today announced a partnership with global advertising technology leader The Trade Desk (Nasdaq: TTD) to bring the precision of retail media to brands on the open internet.
The partnership enables advertisers to target campaigns to Nectar audiences, optimise and report on the performance of ad campaigns through a combination of Nectar360’s and The Trade Desk’s capabilities. This will enable brands to clearly connect their digital marketing campaigns running across the open internet with in-store and online sales.
This marks a significant development within retail media for brands and agencies, enabling them to build and run advertising campaigns beyond Nectar360’s onsite offering. The new cooperation further expands Nectar360’s offsite reach, allowing advertisers to use Nectar audiences on channels across the open internet, including connected TV and online video inventory.
“Our retail media technology is market-leading, and we are very excited to combine it with the power of The Trade Desk to bring huge benefits to the market,” said Amir Rasekh, Nectar360’s managing director. “This is the first phase of a partnership that we believe opens up entirely new horizons for retail media, linking up our already-vast network of in-store, on-site and off-site opportunities with the open web, and planting retail media squarely in the digital marketing mainstream.”
“The holy grail for marketers is the ability to connect advertising with customer purchases,” said Tim Abraham, senior director of data partnerships, EMEA, The Trade Desk. “As the digital landscape evolves and the industry moves towards new approaches to identity, our clients are seeking ways to close the loop and optimise campaign performance. Partnering with Nectar360’s technology gives us the ability to provide advertisers what they want – which is rich data to target the right consumer and optimisation capabilities to inform media decisioning across the whole open internet.”
