dunnhumby, the global leader in AI customer data science, and Bridg, the identity resolution and shopper intelligence platform powering the Rippl data and media network, today announced a strategic partnership.

“We’re thrilled to partner with Bridg to deliver unique retail media & loyalty solutions,” said Leo Nagdas, Head of Corporate Development at dunnhumby. “Our combined capabilities help retailers and brands drive incremental customer value by delivering personalized, privacy-compliant, and relevant experiences across all channels.”

Marketing Technology News: MarTech Interview with Adam Brotman, Co-Founder and Co-Ceo @ Forum3

The partnership also addresses a critical challenge in the retail media sector: the disproportionate concentration of advertising investment.

“Currently, 85% of U.S. retail media spend flow into the top two retail media networks,” said Steve Dietch, Chief Revenue Officer at Bridg. “This leaves a significant gap for retailers who possess rich customer insights and valuable audiences but lack the holistic media strategy that Bridg and dunnhumby can now offer.”

This partnership will enable retailers to:

• Create new data assets by significantly expanding their first-party customer data using Bridg’s exclusive identity resolution technology.
• Deepen customer understanding, enhance reach and elevate loyalty through dunnhumby’s Shopper Insights Platform and loyalty and customer engagement suite.
• Maximize media monetization opportunities through a combination of dunnhumby’s AI-powered Retail Media Platform and Bridg’s Rippl retail media network.

Marketing Technology News: Adobe Forecasts Record $240.8 Billion U.S. Holiday Season Online with Black Friday Growth to Outpace Cyber Monday

This partnership will enable brands to:

• Unlock access to uniquely calibrated audiences that drive your brand goals. Leverage national, regional, and custom segmentation options from dunnhumby and Bridg, including access to Rippl’s 130 million+ shoppers with SKU-level purchase insights, and dunnhumby’s industry-leading retail media data science and consulting expertise.
• Strategically allocate budgets across media networks. Implement a multi-network approach for optimal performance and see a strong return on investment.
• Deliver customer-centric omnichannel experiences at every touchpoint. Leverage a comprehensive inventory of digital and physical media to connect with shoppers seamlessly throughout their purchase journey.