The service will allow FMCG marketers to launch targeted sponsored product campaigns and banner advertising and access return-on-investment reporting and analytics on Sainsburys.co.uk.

Advertisers could previously buy slots for sponsored products but did not have access to data and effectiveness metrics.

The e-commerce platform will use performance-based metrics in a live reporting dashboard to show data on how products are performing.

James Moir, managing director at Nectar360, said: “We set out to create an easy to use, self-serve performance-based retail media platform that offers our brands the best in terms of digital campaign design, delivery and measurement, whilst enhancing and maintaining our customers online shopping experience.”

Brad Moran, chief executive at CitrusAd, said: “In the last few months retailers have seen online orders increase and are investing heavily in e-commerce capabilities to meet demand now and in the future.”