The expansion follows the launch of LS Eleven Media Services’ retail media platform Asda Access in January this year, which allowed brands to access shopping insights from more than 10 million Asda shoppers.

The audience targeting tools have now been expanded to include offsite and onsite channels, such as Asda’s website and Meta, and direct-to-consumer owned channels including email marketing and the Asda Rewards loyalty programme.

LS Eleven Media Services has selected LiveRamp as its data collaboration partner to bring Asda Access to market, with the tool using LiveRamp’s data collaboration platform to help with planning, audience activation and campaign measurement.

The arrangement is underpinned by LiveRamp’s global Data Collaboration Network and supported by a durable identity infrastructure, which aims to support brands’ ability to deliver a more personalised advertising experience to Asda customers, as well as measuring the impact across upper funnel media channels.

Jon Beill, senior director at LS Eleven, said: “As we continue to expand our retail media offering, we’re building out more channels to help brands reach the right audience, showcase their products effectively and – crucially – measure the impact of their campaigns.”

Seth Tapsfield, retail and CPG directorm at LiveRamp UK, added: “Customers now expect more personalised, omnichannel experiences regardless of the media, so we are excited to partner with the Asda and LS Eleven teams to enable brands to connect with audiences derived from first-party data.

“Asda Access and LiveRamp’s extensive network of data collaboration partners open up the ability for brands to implement holistic data-driven campaign strategies, enabling customer insights from activation to measurement, giving a clear, deterministic view of their campaign performance.”