Customer science company dunnhumby, which is wholly owned by Tesco and is behind the supermarket’s Clubcard loyalty programme, will combine its consumer shopping preference insights with Sociomantic’s intelligent digital advertising technology and real time data in order to “improve how advertising is planned, personalised and evaluated”. The aim is to be able to dynamically create specific marketing content in real time, based on a consumer’s interests and shopping preferences.

Dave Balter, global head of investments, dunnhumby (pictured) said: “Consumers want to see ads for the products and offers they care about. Marketers have an opportunity to benefit from the vastly improved response rates and ROI that come from more relevant ads.

“This acquisition means that retailers and brand owners will be able to harness deep customer insights to drive relevant messaging, campaign execution, and evaluation, improving the experience for consumers and the results for marketers.”

More information can be found here. Terms of the deal have not been disclosed.