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Data science company Dunnhumby has launched a retail media network alliance designed to reduce fragmentation across the sector by connecting audience marketing campaigns.
Retailers including Tesco, B&Q, John Lewis and Waitrose are exploring partnership opportunities through a series of initial pilot schemes starting this summer. The trials will cover grocery, household, health and beauty, and DIY products to allow brands and agencies to coordinate marketing investments across multiple businesses.
The technology platform, built in partnership with technology firm Kevel, provides a single route to activate campaigns across different retailers while allowing participants to maintain individual control of their own media operations. The model links retail purchase data with publisher reach to establish shared standards for activation, measurement, and reporting.
Dunnhumby said the system will initially focus on existing retailer audiences and inventory before expanding into new commercial opportunities.
Josh Bottomley, chief executive of Dunnhumby, said: “Brands are demanding scale, consistency and transparency, but fragmentation has held the market back. This ground-breaking alliance is made possible through dunnhumby’s unique position in the market, bringing the industry together under a shared framework, making it easier for brands to activate, measure and grow through retail media.”
