Twitter and Tesco’s Dunnhumby partner to link ads to sales


Twitter has teamed up with Tesco’s research firm Dunnhumby in a fresh effort to prove the effectiveness of running campaigns on the platform to FMCG advertisers, like Procter & Gamble (P&G) and Unilever.

It mirrors a deal inked by Dunnhumby and Facebook last year, where the former’s data bank of some 17 million shoppers in the UK was married with that of Facebook’s 37 million monthly active users in the UK via Acxiom, a “safe haven” which allowed analysis of how the ads online impact sales offline.

Now, Tesco’s active ClubCard users (managed by Dunnhumby) and Twitter’s active UK users will be similarly linked to judge the effect of ad exposure on actual sales.

It can also identify the key drivers of uplift such as: frequency, targeting or ad type and it also provides insight into what shopper behaviour is driving uplift for example, customers purchasing a product more frequently.

Dara Nasr, managing director, Twitter UK said the partnership is the product of a time when advertisers are “rightly demanding greater clarity around their spend” – seemingly referencing P&G top marketer Marc Pritchard’s call to arms for the “murky at best” media supply chain to be cleaned up.

"This fantastic partnership with Dunnhumby allows our advertisers a much greater understanding of the fantastic reach, influence, and of course actions, that result from working with Twitter,” said Nasr.

“I'm proud that at Twitter we're leading the industry on a number of fronts.”

Twitter has made some efforts to offer greater transparency to the industry, recently penning deals with third-party measurement firms Moat and Integral Ad Science, as well as expanding its partnerships with Nielsen and ComScore.

During its recent earnings report, chief financial officer Anthony Noto said he wants advertisers to view it as the “gold standard” for third party measurement .

The social platform will also be hoping this can bolster the 11% ad revenue decline it suffered last quarter.

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