Nectar360 has partnered with global advertising technology leader The Trade Desk to bring the precision of retail media to brands on the open internet.

The partnership enables advertisers to target campaigns to Nectar audiences and optimise and report on the performance of ad campaigns through a combination of Nectar360’s and The Trade Desk’s capabilities.

As a result, this will enable brands to connect their digital marketing campaigns running across the open internet with in-store and online sales.

The new partnership 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.

Nectar360’s Managing Director, Amir Rasekh, said: “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.

“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 Trade Desk, Senior Director of Data Partnerships, EMEA, Tim Abraham added: “The holy grail for marketers is the ability to connect advertising with customer purchases.

“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.”

He concluded: “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 decisions across the whole open internet.”