dunnhumby, the global leader in AI customer data science, and Bridg, an identity resolution and shopper intelligence platform, have announced a strategic partnership to deliver unique retail media and loyalty solutions. This collaboration, leveraging both companies' strengths, aims to address a significant challenge in the retail media sector: the overwhelming concentration of advertising investments in just two major networks, leaving smaller retailers behind. Leo Nagdas, Head of Corporate Development at dunnhumby, expressed enthusiasm about the partnership, emphasizing its ability to help retailers and brands enhance customer value through personalized and privacy-compliant experiences across various channels. Steve Dietch, Chief Revenue Officer at Bridg, highlighted that currently, 85% of U.S. retail media spend flows into the top two retail media networks. This disproportionate distribution leaves many retailers with valuable customer insights and audiences underutilized due to the lack of a comprehensive media strategy. The joint effort between dunnhumby and Bridg is designed to fill this gap by providing a more holistic and effective approach to retail media. What This Partnership Enables For Retailers Enhanced Customer Insights: By integrating Bridg’s identity resolution technology with dunnhumby's AI-driven data science, retailers can gain deeper and more accurate insights into customer behavior. This includes understanding shopping patterns, preferences, and trends, even in the offline environment. Personalized Marketing: The partnership will allow retailers to deliver highly targeted and personalized marketing campaigns that are more likely to resonate with individual customers, improving engagement and customer satisfaction. Privacy Compliance: Both companies prioritize privacy, ensuring that all customer data is handled in compliance with strict regulations. This trust-building measure protects retailers from potential legal issues and enhances customer trust. Holistic Media Strategy: The combined expertise will help retailers develop comprehensive media strategies that span multiple channels, including in-store, online, and mobile platforms. This multi-faceted approach can significantly boost brand visibility and customer retention. Incremental Revenue Opportunities: Through better customer engagement and targeted advertising, retailers can expect to see an increase in revenue and profits. The partnership's solutions will help retailers monetize their data more effectively, creating new revenue streams. For Brands Access to Rich Audience Data: Brands will gain access to a wealth of shopper data provided by Bridg’s identity resolution platform, complemented by dunnhumby’s advanced analytics. This data will enable brands to make more informed decisions about their marketing strategies. Targeted Ad Campaigns: Brands can now create highly specific ad campaigns that target customers based on their actual purchase history and behavior. This precision can lead to more effective use of marketing budgets and higher return on investment (ROI). Enhanced Customer Experience: With the ability to personalize interactions at every touchpoint, brands can improve customer satisfaction and loyalty. The partnership’s solutions will help brands craft experiences that feel tailor-made for each consumer. Closed-Loop Measurement: Bridg’s Rippl Retail Media Network offers closed-loop campaign measurement, allowing brands to track the effectiveness of their ads directly to in-store revenue. This provides actionable insights and helps optimize future campaigns. National Reach: Through Rippl, brands gain access to a national network of over 130 million shoppers, including a diverse array of regional grocers and convenience stores. This broad reach can help brands expand their market and audience base. Industry Insiders' Evaluation Industry experts view the dunnhumby and Bridg partnership as a game-changer in the retail media landscape. The combination of dunnhumby’s robust AI-driven customer data science and Bridg’s cutting-edge identity resolution and collaborative media solutions is expected to democratize retail media. Smaller retailers, often overshadowed by larger players, may now have the tools to compete more effectively. Additionally, brands stand to benefit from more granular and insightful data, enabling them to refine their targeting and enhance their overall customer experience. Company Profiles dunnhumby is a leading global player in customer data science, dedicated to helping businesses thrive in the modern data-driven economy. With a strong focus on the retail sector, dunnhumby employs over 2,500 experts worldwide and works with major brands like Tesco, Coca-Cola, and Procter & Gamble. Their Customer Data Science Platform combines technology, software, and consulting to deliver exceptional customer experiences and drive business growth. Bridg, a division of Cardlytics, Inc., specializes in converting transactions into actionable customer insights. Their identity resolution platform uses in-store transaction data to create detailed profiles of consumers, providing retailers and brands with expanded first-party data. Bridg powers the Rippl Retail Media Network, which connects over 130 million shoppers across the U.S. and offers precise targeting and closed-loop campaign measurement. Overall, the partnership between dunnhumby and Bridg is seen as a pivotal step towards a more equitable and efficient retail media ecosystem, benefiting both retailers and brands by unlocking the full potential of customer data and identity resolution.