## Sainsbury’s Leverages AI for Retail Media Platform
Sainsbury’s has launched Nectar360 Pollen, a new retail media platform powered by artificial intelligence. The platform integrates AI-driven targeting and creative capabilities designed to improve campaign precision and user engagement. By unifying customer data across Sainsbury’s grocery stores, Argos, and Habitat, Nectar360 Pollen offers advertisers a consolidated view for more effective audience segmentation. Unilever, a key partner, notes that this platform delivers clearer insights into shopper behaviour, enabling more relevant brand messaging.
## Amazon Joins Disney’s Ad Exchange DRAX
Amazon has entered into a partnership with Disney to integrate its advertising demand-side platform (Amazon DSP) within Disney’s real-time ad exchange, DRAX. This collaboration expands DRAX’s inventory footprint to include Disney+, ESPN, and Hulu, combining Disney’s premium content audiences with Amazon’s extensive commerce signals. The partnership employs clean room technology, utilizing AWS Clean Rooms and Disney Compass, to facilitate privacy-safe data collaboration and targeting. This integration will be operational by the third quarter of 2025.
## Implications for Retail Media Insiders
These developments signal important trends in retail media. Sainsbury’s adoption of AI within Nectar360 Pollen is likely to improve platform efficiency and campaign outcomes through enhanced targeting and creative automation. Meanwhile, the Amazon-Disney partnership represents a significant convergence of commerce and premium media data, enabling advertisers to leverage cross-platform insights securely via clean rooms. For brand marketers, agencies, and retail media operators, these moves underscore the growing importance of advanced technology and strategic data partnerships in shaping future retail media strategies.
