Having hosted its fifth upfront last month, U.K. retailer Tesco, is on a mission to change how advertisers perceive Tesco Media — its retail media arm — in a bid to take more ad dollars across media plans.
Digiday caught up with Tesco Media’s client development director, Nick Ashley, to talk through why the company hosted its latest upfront, the importance of measurement and shopper data, as well as how much its ad business impacts the retailer’s profit margins.
This conversation has been lightly condensed and edited for clarity.
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