Yahoo is planning to launch a UK service that would enable advertisers to use Nectar data from Sainsbury’s, as well as its Yahoo’s sales records to target potential customers with online campaigns. Set to launch in October. the new service is designed to help FMCG brands tailor online ads based on consumers’ shopping habits.
Yahoo said that FMCG brands account for just 4% of total online ad spend, a figure the online media firm is hoping to increase. Brands will be able to measure the effectiveness of their campaigns by analysing subsequent retail sales. It is thought that Yahoo will eventually add data from other Nectar partners to the service. Consumers will be promised extra Nectar points to share their data.