Tesco Media and Insight Platform, powered by dunnhumby, has strengthened its collaboration with The Trade Desk, enabling advertisers to directly access high-quality, anonymised audience segments on the platform.

This enhanced partnership allows brands to plan and execute their campaigns without relying solely on third-party cookies for the first time.

As the industry moves towards new identity solutions for the open internet, marketers can now optimise across multiple channels from a single platform, using real in-store and online shopping behaviour data derived from consented Clubcard first-party information.

This development will enable precise targeting to achieve brand and performance goals, based on audiences such as customers likely to engage with a brand, those purchasing from competitors, or former customers.

For instance, planners can target customers known to support sustainability and purchase vegan products, rather than broadly targeting all 18- to 35-year-olds who have visited a vegan recipe site once.

Tash Whitmey, Group Managing Director at Tesco Media and Insight Platform, remarked: “This is an exciting new phase in our partnership with The Trade Desk and a significant milestone in an increasingly privacy-focused world. Even though third-party cookies will not be phased out on Google’s Chrome browser, more stringent privacy regulations are being introduced.

“We believe the future is still cookieless, and with The Trade Desk, we are leading the way in safeguarding customer data while offering them relevant advertising during their online browsing.”

Tim Abraham, Senior Director of Data Partnerships EMEA at The Trade Desk, added: “Our expanded collaboration with Tesco Media and Insight Platform enables marketers to more precisely reach shoppers across the open internet.

“This allows advertisers to enhance media efficiency and business outcomes by targeting customers based on real purchasing behaviour. Together with Tesco, The Trade Desk is giving consumers greater control over their data while advertisers deliver relevant content across multiple channels on the open internet.”