Supermarkets cash in on loyalty card data to sell ads

11/09/2023 | Financial Times

Retail chains are looking to profit by selling personalised online and in-store advertising to consumer goods companies, according to an article in the Financial Times (£). Supermarkets have long used promotions and banners to boost sales, often funded by the manufacturer. However, with the growth of e-commerce and the phasing out of cross-website cookies, retailers' loyalty programmes have become more valuable and are seen as a potential source of revenue. Retail media is expected to surpass television ad revenues by 2028, according to media buyer GroupM.

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