Asda opens up first party data to brands as its private ad excahge arrives in UK
Asda will give advertisers such as Lucozade access to its first party data after porting over parent company Walmart’s Exchange (WMX) platform from the US this month.
It has been a much anticipated move and one which will mean UK brands can now harness Asda’s shopper data to target ads across the retailer’s myriad of properties – including the main grocery sites, the GoodLiving content hub, and YouTube channels amongst others.
It’s based on the offering Walmart launched in its heartland in 2014, pitching WMX to its suppliers (ie. the brands on Walmart’s shelves) as a way to better target Read full story ›
Source: The Drum
