Tesco-owned customer science company Dunnhumby has acquired Sociomantic, a German ad technology firm, for an undisclosed sum.

Dunnhumbys data on the shopping preferences of 400m consumers will be integrated into Sociomatics offering to help create dynamic marketing content on desktop and mobile which is targeted at an individual based on their interests and shopping history. something which will be of particular interest to Tesco, Given Tescos well-established Clubcard loyalty card scheme – which Sociomatic helped it set up in the mid-90s.

“Our strategic priority is to engage consumers and earn their loyalty wherever they shop, in-store and online, with personalized communications that are valuable and meaningful,” said Dunnhumby CEO Simon Hay. “Applying this approach to make online media a better experience for consumers and marketers is paramount to us. Our observed campaigns to date have shown that increased relevance leads to significantly better engagement and response rates. Doing that at a scale of more than a billion people is unprecedented.”