Tesco taps LiveRamp data platform across grocery, home and clothing, mobile and retail media divisions

LiveRamp has announced an expanded partnership with Tesco. To provide more personalised and informative advertising campaigns to its customers, the UK grocery giant is utilising LiveRamp’s data collaboration platform across its grocery, home and clothing, mobile and the retail media divisions.

With 23 million UK households part of Tesco’s Clubcard scheme, it has unique and extensive first-party data that provides a deeper understanding of its consumers’ shopping preferences. This includes the physical and digital touchpoints interacted with on their path to purchase.

In line with the industry’s increasing reliance on first-party data over third-party cookies, Tesco says it required a futureproofed and customer first privacy solution that could activate its data deterministically in paid media as well as provide the flexibility and control to collaborate with different brand, agency and platform partners at scale.

This is pitched as a significant development for Tesco’s first-party marketing proposition, one that offers particular value to its CPG clients. Partnered with LiveRamp since 2021, the expanded integration of its platform enables the retailer to unlock an omnichannel and representative view of its audiences and push this insight to over 13+ platform destinations.

As its Clubcard members receive more personalised paid media campaigns, Tesco’s advertisers will get a comprehensive view of its onsite and in-store media performance for enhanced ROAS. With transparent measurement that is complementary to their marketing mixed modelling stacks (MMM), advertisers will also have access to advanced targeting capabilities. This includes conversion API (CAPI), audience segmentation (for example, dietary requirements), and modelling.

Tom Mardon, Head of Media and Campaign Planning, Tesco, says: “We’ve been keen to find a partner who can help us deliver more personalised and relevant addressable paid advertising. Tesco’s mission is to deliver the most personalised shopping experiences to our customers across all touchpoints.”

“With highly accurate targeting and transparent measurement across digital and in-store, LiveRamp’s solution has provided us with the flexibility to collaborate at scale with multiple media partners. In collaboration with our agency partners, this has created more relevant and personal communication that will help drive the brand. At the same time, it provides a platform we can share with our CPG partners.”

Alexia Nakad, VP Brands and Commerce Media, LiveRamp, says: “With brands increasingly eager to collaborate with partners holding high quality, first-party data for enhanced marketing, Tesco is in an exceptional position. Its Clubcard data presents unique customer insight for improved media activation, and LiveRamp is delighted to be supporting Tesco to maximise the value of this data for Tesco’s business, its partners and its consumers.”

Owain Wilson, Managing Partner, Head of Data and Technology, WPP Media, adds: “Our partnership with Tesco and LiveRamp is unlocking new levels of brand growth based on first-party marketing. Connecting in-store and digital performance and attribution, modelling including CAPI and audience segmentation tools present unique opportunities for advertisers to drive outcomes and revenue.”

2025 RTIH INNOVATION AWARDS

Loyalty schemes 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.