SallingGroup, Denmark’s largest retailer, and WPP Media today announced a partnership to connect Salling’s first-party data across 15 million weekly customers with WPP’s Open Intelligence for Commerce platform. 

The data will help WPP clients generate additional commerce insights and custom targeting through customers engaging with Salling’s major retail chains including Netto (discount), Fotex (supermarkets) and Bilka (big box stores) across Denmark, Germany, Poland, Estonia, Latvia and Lithuania.  

Salling has a retail media network that will similarly benefit, said Anders Spicker, who heads the operation. “It allows us to translate our retail data into actionable insights and media activation, while maintaining strict standards for data privacy and governance.”