GroupM and the retail media business of Tesco, the UK’s largest supermarket chain, have created a partnership focused on innovation and data-led solutions in the retail media space. 

GroupM expects to benefit through access to a trove of data owned by the grocery giant that will help develop insights and hone strategic planning capabilities in retail media. Tesco Media and Insight, powered by data science subsidiary Dunnhumby, in turn will have access to GroupM clients to showcase its on-site, off-site and connected store offerings.  

“This is a major landmark for us in developing a large-scale strategic partnership with one of the world’s leading networks, representing so many exciting brands,” said Nick Ashley, client development director at Tesco Media and Insight Platform. 

The deal comes as retail media continues a sharp growth trajectory. GroupM predicts more than 17% growth in retail media this year and 13%-plus growth next year with total expenditures of nearly $170 billion by 2025--a 16% share of global media spending.  

Luke Bozeat, Chief Operating Officer at GroupM UK, said, “We have worked successfully with Tesco Media and Insight Platform for several years” prior to committing to this “long-term strategic partnership.” 

The arrangement, he add, “gives us, and our clients, the opportunity to truly explore the full gamut of opportunities offered by retail media and puts us at the forefront of initiatives to drive further innovation in this area.”