Yahoo ads target Nectar customers based on shopping habits


Yahoo has partnered with Nectar, Sainsbury's loyalty card scheme, to provide targeted advertising for brands. The program is called Consumer Connect, and mirrors a scheme called Consumer Direct that Yahoo has been running in the US since 2003.

The aim is to combine Yahoo's online purchasing data and Nectar's consumer spending data together to allow brands to target their digital advertising.According to reports, Cadbury has already signed up to the program, along with five more FMCG brands. 20,000 'sample' Yahoo and Nectar customers have opted to be part of the trialling of the scheme. Their buying behaviour will be measured to make sure the resulting advertising is targeted correctly.


Around 16.8 million people own a Nectar card, and it is estimated that 23 million people use Yahoo, according to research from paidContent:UK.

The scheme will allow brands to spend on digital advertising, an area previously neglected as the tracking of sales generated from online advertising was difficult.

This new initiative will enable brands to determine the effectiveness of their digital campaigns much more effectively.

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