U.K.’s health and beauty retailer, Boots, has partnered with data platform InfoSum to help it target audiences in privacy-safe ways across the platform’s media ecosystem, without the sharing or moving of any data.
Boots can now utilize its own first-party consumer data to target audiences across media companies like Channel 4, ITV and Global in privacy-safe ways, using InfoSum’s data clean room technology.
With the launch of marketing agency Boots Media Group last September—a progression of the growing trend of retailers to act more like media companies—brands can target audiences across the Boots app, site and in-store and
gain access to its 14 million active Advantage Card members.
“By unlocking the power of our first-party data and giving brands access to our marketing channels, we can help accelerate ROI by delivering relevant experiences to customers and ultimately enhance the shopping experience for
them,” said Peter Markey, CMO at Boots.