ITV strikes deal to use Boots and Tesco’s retail media data to target ads

UK broadcaster ITV has inked a landmark deal with Tesco and Boots’s newly-launched retail media groups to bring better targeting and measurement to its ITVX platform.
The new service has been called ‘Matchmaker’ and is a cookieless solution that plugs into first-party data adtech firm InfoSum. The tech works by matching ITV’s existing first-party data collected through sign-ups with Tesco’s Clubcard and Boots’ Advantage Card databases.
The integration will all