dunnhumby and CitrusAd join forces to deliver leading sponsored products platform for online grocery retail
- ‘Sponsored Products’ platform allows retailers and brands to deliver Customer-centric native ads to highly engaged online shoppers
- With more Customers switching to online grocery shopping, auction-based campaigns can target relevant audiences with ad slots based on parameters such as budget, keyword, and categories
LONDON, 15 October 2020 – dunnhumby, the global leader in Customer Data Science, and CitrusAd, the world’s leading retail media platform, have today launched the world’s first Customer-centric sponsored products platform for retailers and brands. This new platform will allow retailers and brands to advertise to a highly qualified audience of shoppers as they shop for groceries online.
The platform uses historical data from a Customer’s offline and online purchasing behaviour and allows retailers to showcase highly relevant products to their shoppers using native ads as part of their online journey.
Consumer Packaged Goods (CPG) brands and their advertising agencies can then create auction-based campaigns using programmatic bidding to secure the most relevant audience based on parameters such as budget, keywords, and categories.
“We’ve seen a huge increase in ecommerce over the last six months, with more and more shoppers switching to online. dunnhumby’s Sponsored Products allows retailers and brands to make the most of this growing audience to advertise highly relevant products in a way that fits naturally into a customer’s shopping experience,” says dunnhumby media Managing Director Jérôme Cochet. “By using Customer behaviour data we’re able ensure they only see ads for products they’re likely to buy.”
“This partnership delivers a world-leading Sponsored Products offering, further enhancing our CitrusAd Retail Media platform with dunnhumby’s world class Customer Data Science capabilities,” continues CitrusAd CEO Brad Moran. “Along with real time reporting and a plethora of highly valuable ad opportunities for retailers, the partnership presents advertisers with an incredibly powerful proposition taking them from data-driven targeting to the timely, context-sensitive delivery of non-interruptive, native ads. It’s a combination that we believe has huge potential for businesses that want to drive the maximum revenue from their retail media programs without compromising their personalisation efforts and Customer first approach.”
Two applications are currently available as part of dunnhumby’s Sponsored Products:
- Sponsored Search: uses keyword matching to promote relevant goods at the top of a Customer’s product feed when they look for an associated item.
- Sponsored Recommenders: enables paid placements to be surfaced within a specific area of a retailer’s website like categories, aisles, and at the checkout.
All ads appear natively within the retailer’s page design, ensuring that the Customer journey goes uninterrupted, and analytics allow advertisers to gauge and tweak the effectiveness of campaigns in real-time and to directly measure the impact on sales.
“As well as delivering sales uplift through effective personalisation, our Sponsored Products offering helps Retailers discover new value by generating advertising revenue from their digital assets,” concludes Cochet. “We’re looking forward to demonstrating the full potential of this partnership over the coming months.”
Click here for more information about Sponsored Products.
dunnhumby is the global leader in Customer Data Science, empowering businesses everywhere to compete and thrive in the modern data-driven economy. We always put the Customer First. Our mission: to enable businesses to grow and reimagine themselves by becoming advocates and champions for their Customers.
With deep heritage and expertise in retail — one of the world’s most competitive markets, with a deluge of multi-dimensional data — dunnhumby today enables businesses all over the world, across industries, to be Customer First.
The dunnhumby Customer Science Platform is our unique mix of technology, software and consulting enabling businesses to increase revenue and profits by delivering exceptional experiences for their Customers – in-store, offline and online. dunnhumby employs over 2,000 experts in offices throughout Europe, Asia, Africa, and the Americas working for transformative, iconic brands such as Tesco, Coca-Cola, Meijer, Procter & Gamble, Raley’s, L’Oréal and Monoprix.
CitrusAd is the world-leading, white-label, self-serve, ecommerce advertising platform that enables retailers to monetize their digital shelf-space while enabling suppliers to increase sales by launching targeted and cost-effective digital campaigns right at the point of purchase. Since it was launched in 2017, CitrusAd has become the global, retail industry’s preferred sponsored product, banner ad platform, service and retail media sales organization. Successful retailers, across all verticals from 22 different countries are leveraging the CitrusAd platform to create a more personalized shopping experience and deliver greater Return on Investment for suppliers.