Tesco's data science division Dunnhumby acquires Berlin ad tech firm Sociomantic
Dunnhumby, Tesco’s data science division, has acquired Berlin ad tech firm Sociomantic Labs for an undisclosed sum.
Deal: Tesco is expanding ad tech capabilities
The Berlin firm specialises in programmatic advertising and works in over 60 markets across four continents, with an ad network covering around 400 million people. Combined with Dunnhumby’s consumer reach of around 700 million people, managing director and co-founder of Sociomantic, Thomas Brandhoff, described the scale the partnership will bring as “unprecedented”.
Simon Hay, chief executive of Dunnhumby, said: “We have decided to buy the company because the combination of Sociomantic’s technological capability and Dunnhumby’s insight from 430 million shoppers worldwide will create a new opportunity to make the online experience a lot better, because for the first time we will be able to make online content personalised for people, based on what they actually like, want and need.
“It is what we have been doing with loyalty programs and personalised offers for years – now done with scale and speed in the digital world.”
He added: “Technology is allowing customers more control in their lives, but is also creating more data. Our goal for Dunnhumby and Tesco is to always use data for the customer’s benefit – to make things a little simpler, easier and cheaper.”
Tesco CEO Philip Clarke recently said at the Guardian Media Summit that the Tesco Clubcard provided a “unique advantage” for the retailer and said creating more personalised experiences for shoppers was key to encouraging loyalty with a brand.