The partnership will see Exponential integrate anonymised I-Behavior data of UK purchase transactions and consumer metrics into its own online audience segments so that brand advertisers can target the delivery of their digital message to consumers without using any personally identifiable information.

Niki Stoker, Exponential UK managing director, said: “The partnership creates a much greater link between what people buy in a shop and their online behaviour. Consequently, it’s much easier for advertisers to find their target audiences online and to create more tailored ads that appeal to them. It’s about recognising people not just as ‘online audiences’ but as ‘audiences online’.”