Briefing

Loblaw looks to leverage loyalty data with online advertising business

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The retailer will use the real-life purchase data of PC Optimum members who opt into the program to deliver targeted ads across the Internet. Customers will receive PC Optimum points for ads they watch. (Financial Post)

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Talking point: While Google and Facebook have long used browsing habits to deliver relevant ads, Loblaw’s entry into the online ad market shows how companies outside traditional tech can use their massive amounts of data to better tailor online marketing campaigns. Loblaw has an added advantage of being able to leverage real-world purchases to understand what its consumers are interested in. Bell is another company using user data to expand its ad business; in January 2019, the telecom announced an opt-in marketing program that uses consumer browsing history, streaming and calling patterns to deliver them more relevant ads.