Channel 4 latest broadcaster to go big on retail media with Sainsbury’s Nectar tie-up

UK broadcaster Channel 4 has struck a data match deal with Sainsbury’s loyalty provider Nectar just days after ITV inked similar deals with Boots and Tesco – a sure sign that retail media and TV have a complementary future ahead. 
Channel 4’s commercial arm 4Sales has tied with Nectar360, which operates the 17 million-strong Nectar loyalty program. The deal enables Nectar’s advertisers to better target and measure addressable campaigns running on Channel 4&rsquo