More than a dozen top brands are now trialing ITV’s retail media solution

PepsiCo’s Walkers, Heineken and Unilever’s Magnum are among the brands trialing the Matchmaker Tesco solution. Meanwhile, Unilever’s Sure, John Frieda and Estrid Razors are among the brands trialing the Matchmaker Boots solution.

Both retailers are boasting more than 20 million UK users combined.

The product claims to be both cookieless and consented and is managed using Infosum’s cleanroom tech.

• How ITV and Channel 4’s landmark retail media deals fill a ‘gap in the market’

It’s a burgeoning space. IAB Europe values Europes retail media market at €8bn and that’s set to rise again this year. There will be a full-scale launch of the product in July.

Jayesh Rajdev, the controller of advanced advertising for ITV, said: “We’ve had an astounding customer response to AdLabs’ launch of Matchmaker and I’m pleased to see the pilot gaining quick traction with such a broad spectrum of advertisers. We’re now full steam ahead on customer roll-out and development roadmap with both retail partners.”

Sign up to my Weekly Media Agency briefing here for a regular steer through the biggest questions facing the industry.

• ITV bundles TV and metaverse innovations within Adlabs

• ITV courts advertisers with automated contextual targeting

• ITV added 400 advertisers in 2022, but there's spend ‘caution’ ahead