Asda taps LiveRamp data collaboration platform as grocery giant expands retail media proposition

Following the launch of LS Eleven Media Services’ latest retail media proposition, Asda Access, in January this year, this has now been extended to include offsite (Meta), onsite (Asda.com) and D2C owned channels including email marketing and Asda Rewards.

LS Eleven Media Services has selected LiveRamp as its data collaboration partner to bring Asda Access to market.

The solution will leverage LiveRamp's platform to enable planning, audience activation, and campaign measurement powered by Asda's first-party data. This is underpinned by LiveRamp's global Data Collaboration Network and supported by an identity infrastructure, with the aim of improving brands' ability to deliver a more personalised advertising experience to Asda customers, as well as measuring the impact across upper funnel media channels.

Utilising Plan-Apps, brands have the opportunity to pick from approximately 3,000 predefined first-party audience segments or build custom audiences to suit a brief, supported by access to in-flight measurement and reporting. To further scale campaigns, brands can reach these customers across multiple offsite channels including Meta. In addition, they can work with the Asda Creative studio team to produce bespoke creative to better engage with customers online.

There are three collaboration models on offer: managed; self-serve for agencies who prefer to activate their own media buying; and super self-serve for brands who want direct access to granular Asda data in a LiveRamp clean room.

Seth Tapsfield, Retail and CPG Director, LiveRamp UK, says: “Customers now expect more personalised, omnichannel experiences regardless of the media, so we are excited to partner with the Asda and LS Eleven teams to enable brands to connect with audiences derived from first-party data.”

“Asda Access and LiveRamp's extensive network of data collaboration partners open up the ability for brands to implement holistic data-driven campaign strategies, enabling customer insights from activation to measurement, giving a clear, deterministic view of their campaign performance.”

Asda Access offers a range of tools to help brands understand the impact of their media investment such as in-flight reporting, closed loop attribution and incrementality analysis, across both online shopping and in-store. Companies can also work with LS Eleven’s internal analytics team to run more bespoke analysis.

Jon Beill, Senior Director, LS Eleven, says: “We're excited about these innovations, which gives brands even more opportunities to connect with Asda shoppers through our Rewards customer data. As we continue to expand our retail media offering, we're building out more channels to help brands reach the right audience, showcase their products effectively, and – crucially – measure the impact of their campaigns.” 

Asda Access capabilities are set to grow to include exclusive second-party partnership data and third-party banking and social demographic data. Plans are also afoot to continue to expand the media footprint to include more offsite social and video platforms.

2025 RTIH INNOVATION AWARDS

Retail media will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.