Asda has integrated US parent company Walmart’s Exchange (WMX) platform to provide advertisers access to its first-party purchase data – to enhance media opportunities on Asda.com.

The data platform enables advertisers to ‘maximise the effectiveness of their brand budgets, while seamlessly allowing shoppers to purchase’. It does this by focusing on buyer-habit data, key search term usage and browser habits – while offering customer behaviour comparisons and enabling campaign managers to update and optimise their media programmes.

“Data that is actionable and provides new insight is at the forefront of every advertiser’s mind,” said Alex Crowe, head of Asda Media Partnerships. “Our WMX solution puts our unique, valuable data in the hands of brands, allowing them to make informed, highly targeted decisions when building out their media strategies on our digital platforms. What’s more, we live by this too — it’s the same data that Asda uses to reach its own target audience.”

WMX, which became available last year, is said to have produced up to seven times the average click through rates, when compared to the UK average, for participating brands including Lucozade.

Asda appointed Triad Retail Media as its digital media sales agency in May 2015. The agency has been working directly with the early participating brands to provide the WMX offering.

Jill Orr, Triad Retail Media’s international executive VP, said: “This is a great example of how digital retail media can benefit advertisers. Not only does advertising on retail platforms enable better targeting informed by purchase behaviour, it also introduces the ability to create brand awareness and can personalise the customer experience when they are in a shopping mindset.”