The DTP will allow brands and agencies to launch digital media campaigns and provide real-time optimisation and performance reporting both in-store and online.

The platform has four components, with one being an Audience Builder tool to allow users to access pre-built or bespoke audiences aligned to key customer segments and demographics based on Nectar’s first-party data.

Other tools include a Campaign Builder to allow the uploading and editing of advertising creative, and an Insights function to allow performance data to be analysed.

The Campaign Optimiser tool will allow brands to amend campaigns according to real-time metrics covering areas such as live sales data from both online and in-store transactions.

Amir Rasekh, director of Nectar360, said: “Our DTP is at the heart of Nectar360’s ambitions to be a front-runner in digital marketing and retail media.

“Following a successful trial, we are confident that we have built a market-leading product that will meet the needs of our fast-moving consumer goods clients, their agencies, and in future our general merchandise clients and Nectar coalition partners.”