Through the agreement, OMG teams will be able to plan, activate and measure retail media campaigns with Tesco on the platform, which aggregates insights from around 20 million members of the supermarket’s Clubcard loyalty scheme.

Launched in 2021, the Tesco insight platform is based on Dunnhumby’s self-service Sphere platform. Dunnhumby is a privately held, wholly-owned subsidiary of Tesco.

The move will offer Omnicom’s clients access to data on Tesco shoppers, including first-party behavioural data, and inform campaigns across point-of sale, on-site and off-site, with channels including Tesco.com, in-store and off-site media publishers including ITVX and Meta.

Accessing the Clubcard data will also allow OMG clients to integrate retail consumer data and insights into their video and social advertising plans.

OMG will offer “full-funnel connected commerce campaigns with greater precision” as a result of the move, said Prateek Gupta, managing director of commerce consultancy OMG Transact.

Lee Roberts, media sales director, Tesco Media & Insights Platform, added that the agreement would “ensure more investment accountability through closed loop measurement”.