Dunnhumby and Bridg, an identity resolution and shopper intelligence platform, have begun a partnership to enhance customer reach, engagement and retail media activation for retailers and brands.
“We’re thrilled to partner with Bridg to deliver unique retail media and loyalty solutions,” said Leo Nagdas, head of corporate development at dunnhumby. “Our combined capabilities help retailers and brands drive incremental customer value by delivering personalized, privacy-compliant and relevant experiences across all channels.”
The partnership also addresses a critical challenge in the retail media sector: the disproportionate concentration of advertising investment.
“Currently, 85 percent of U.S. retail media spend flow into the top two retail media networks,” said Steve Dietch, chief revenue officer at Bridg. “This leaves a significant gap for retailers who possess rich customer insights and valuable audiences but lack the holistic media strategy that Bridg and dunnhumby can now offer.”
This partnership will enable retailers to:
- Create new data assets by expanding its first-party customer data using Bridg’s identity resolution technology;
- Deepen customer understanding, enhance reach and elevate loyalty through dunnhumby’s Shopper Insights Platform and loyalty and customer engagement suite; and
- Maximize media monetization opportunities through a combination of dunnhumby’s AI-powered Retail Media Platform and Bridg’s Rippl retail media network.
This partnership will enable brands to:
- Unlock access to calibrated audiences that drive brand goals – leverage national, regional and custom segmentation options from dunnhumby and Bridg, including access to Rippl’s 130 million shoppers with SKU-level purchase insights, and dunnhumby’s retail media data science and consulting expertise;
- Allocate budgets across media networks – implement a multi-network approach for optimal performance and see a strong return on investment; and
- Deliver customer-centric omnichannel experiences at every touchpoint – leverage a comprehensive inventory of digital and physical media to connect with shoppers throughout their purchase journey.
[RELATED: Dunnhumby Introduces AI-Powered Retail Media Solution]