Channel 4’s commercial division, 4Sales, has announced a partnership with Sainsbury’s loyalty programme Nectar 360 to enhance its ad targeting capabilities.
FMCG advertisers can now target their ads on Channel 4’s video-on-demand service All 4 in a cookieless way based on Nectar 360 users’ Sainsbury’s shopping habits.
The partnership will also allow these brands to measure how many customers purchased a product after seeing an ad on All 4.
The tool launched with test partners L’Oréal, McCain and PepsiCo brands Walkers Baked and Pepsi Max. The former two brands’ media agencies are PHD and Essence, and the latter two work with OMD.