FairPrice Group, The Trade Desk team up to power advertising approach with retail media

Singapore – Food and grocery retailer FairPrice Group (FPG) has announced an industry partnership with adtech The Trade Desk to provide brands on The Trade Desk’s platform with insights on the impact of their digital advertising campaigns across offline and online sales channels.

In addition, such brands will be able to reach FPG’s customers on the open internet, beyond FairPrice’s owned media platforms. The partnership marks the first time that FairPrice Group’s pseudonymised sales conversion data will be available within a programmatic media buying platform.

The new partnership allows brands to reach an engaged customer base of more than 2 million NTUC Union and Link Members, including over 700,000 FairPrice app users. Brands and media agencies will be able to directly measure how digital ad campaigns are driving both in-store and online sales within FairPrice stores.

Furthermore, brands can make near real-time enhancements to their ad campaigns that can be optimised in a way that was not previously possible. Furthermore, the partnership makes it easier for brands to reach and engage with relevant FairPrice consumers across the open internet, in the fastest-growing digital channels, such as over-the-top (OTT), music streaming, mobile apps, gaming, and websites.

Alvin Neo, chief customer and marketing officer at FairPrice Group said, “Through this partnership, FairPrice Group aims to help brands unlock meaningful opportunities to better connect with our customers. As we enter the era of consent-based marketing, we look forward to working with The Trade Desk to harness the power of retail data to gain better insights to reach and serve consumers in relevant and beneficial​ ​ways.”

Meanwhile, Mitch Waters, senior vice president for ANZ, Southeast Asia and India at The Trade Desk, commented, “Given the complexity of the modern consumer, brands will need to take an omnichannel approach that supports a true shopping experience and navigates the path to purchase with consumers. By integrating FairPrice Group’s retail data available for the first time with The Trade Desk platform, we are helping brands reach FairPrice customers across the open internet, and closing the loop between advertising activity and in-store and online action.”