On May 8, 2025, dunnhumby and Bridg announced a strategic partnership aimed at transforming the retail media landscape. This collaboration seeks to empower retailers and brands by enhancing customer reach, engagement, and media activation through advanced data science and identity resolution technologies.
Addressing Retail Media Concentration
In the current U.S. retail media environment, a significant portion of advertising spend—approximately 85%—is concentrated within the top two retail media networks. This concentration leaves many retailers with rich insights but limited media strategies at a disadvantage. The partnership between dunnhumby and Bridg aims to democratize access to retail media opportunities, enabling a broader range of retailers to effectively monetize their customer data and offer personalized experiences .
Empowering Retailers with Enhanced Capabilities
Through this partnership, retailers can:
- Expand First-Party Data Assets: Utilize Bridg’s exclusive identity resolution technology to significantly grow their first-party data, providing a more comprehensive understanding of shopper behaviors.
- Deepen Customer Insights: Leverage dunnhumby’s Shopper Insights Platform and customer engagement suite to enhance customer understanding, reach, and loyalty.(Yahoo Finance)
- Maximize Media Monetization: Combine dunnhumby’s AI-powered Retail Media Platform with Bridg’s Rippl retail media network to unlock new revenue streams and optimize media strategies .
Providing Brands with Strategic Advantages
Brands stand to benefit from:
- Access to Calibrated Audiences: Tap into Rippl’s network of over 130 million shoppers, gaining SKU-level purchase insights and leveraging dunnhumby’s data science expertise for targeted marketing.
- Optimized Budget Allocation: Implement a multi-network approach to strategically distribute advertising budgets across various media networks, enhancing return on investment.(Press Release Services)
- Omnichannel Customer Experiences: Deliver consistent, personalized experiences across digital and physical channels, engaging s at every touchpoint in their shopping journey .
About the Companies
dunnhumby: A global leader in customer data science, dunnhumby specializes in helping businesses grow by putting the customer first. With a presence in over 30 countries and a client base that includes Tesco, Coca-Cola, and Procter & Gamble, dunnhumby offers a mix of technology, software, and consulting services to enhance experiences across all channels .(Wikipedia)
Bridg: As a division of Cardlytics, Inc., Bridg focuses on identity resolution and shopper intelligence. By converting in-store transaction data into actionable customer insights, Bridg enables retailers to personalize marketing efforts and increase engagement. Bridg also powers the Rippl Retail Media Network, the largest consortium of regional grocers and convenience stores in the U.S., providing advertisers access to a vast shopper base with precise targeting capabilities .(Bridg)
This strategic partnership between dunnhumby and Bridg represents a significant step toward a more inclusive and effective retail media ecosystem, offering enhanced tools and insights for retailers and brands to connect with customers in meaningful ways.
