Ad tech platform The Trade Desk has announced another major data partnership – this time with Nectar360, owner and operator of the Nectar loyalty programme for Sainsbury’s and Argos.

The collaboration allows advertisers to target campaigns across the open internet to Nectar audiences, reaching them outside walled gardens like Meta, TikTok, Amazon, and Snapchat.

It also enables brands to expand their campaigns beyond Nectar360's onsite offering, discovering increased offsite reach. This allows advertisers to leverage Nectar audiences across various channels on the open internet, including connected TV and online video inventory.

Advertisers can then optimise and report on ad campaign performance using combined capabilities from Nectar360 and The Trade Desk.

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

Having already secured partnerships with Tesco, Ocado, and Lidl parent company Schwarz Group, The Trade Desk is continuing its retail media expansion into 2024 with this latest deal, bringing on board one of the UK’s biggest loyalty programmes.

Tim Abraham, senior director of data partnerships, EMEA, The Trade Desk, describes the ability to connect advertising with customer purchases as a “holy grail” in marketing.

He continues, “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. 

“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 decisioning across the whole open internet.”

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