Tesco has expanded its partnership with LiveRamp to deliver “more personalised and informative advertising campaigns” to its customers.

The UK’s largest retailer will now use LiveRamp’s Data Collaboration Platform across its Grocery, Home & Clothing, Mobile, and retail media divisions.

The platform allows Tesco to offer more tailored advertising, better attribution transparency, improved return on ad spend (ROAS), and new ways to grow media and marketing for both the retailer and its partners.

According to Tesco, Clubcard members will benefit from “more personalised paid media campaigns,” while advertisers will gain a clearer picture of both in-store and online media performance for enhanced ROAS. Advanced targeting tools, including Conversion API (CAPI), audience segmentation such as dietary preferences, and modelling, will help reduce media waste and focus spend on likely buyers.

Tom Mardon, Head of Media and Campaign Planning, Tesco, said, “We’ve been keen to find a partner who can help us deliver more personalised and relevant addressable paid advertising. Tesco’s mission is to deliver the most personalised shopping experiences to our customers across all touchpoints. With highly accurate targeting and transparent measurement across digital and in-store, LiveRamp’s solution has provided us with the flexibility to collaborate at scale with multiple media partners. In collaboration with our agency partners, this has created more relevant and personal communication that will help drive the brand. At the same time, it provides a platform we can share with our CPG partners.”

Alexia Nakad, VP Brands and Commerce Media, LiveRamp, said, “With brands increasingly eager to collaborate with partners holding high quality, first-party data for enhanced marketing, Tesco is in an exceptional position. Its Clubcard data presents unique customer insight for improved media activation, and LiveRamp is delighted to be supporting Tesco to maximise the value of this data for Tesco’s business, its partners and its consumers.”