John Lewis Partnership is expanding its retail media capabilities by partnering with Epsilon for offsite streaming and CTV advertising, and Kevel for onsite AI-powered targeting. The initiative integrates first-party loyalty data to enable closed-loop measurement between digital ad exposure and online or in-store purchases.
This expansion signals a shift where retailers act as sophisticated ad tech intermediaries, moving beyond onsite banners to dominate offsite streaming inventory. By leveraging deep first-party loyalty data, the partnership addresses the persistent industry challenge of fragmented targeting and unreliable attribution in CTV environments. For the broader ecosystem, this move pressures streaming platforms to provide deeper integration with retail data sets to prove actual sales lift rather than just impressions. Watch for the initial ROPO measurement results to see if high-consideration non-grocery items show a stronger correlation between streaming ads and physical store visits compared to habitual grocery purchases.
John Lewis Partnership is expanding its retail media capabilities into offsite streaming and CTV environments through new partnerships with Epsilon and Kevel. By utilizing first-party loyalty data from John Lewis and Waitrose, the retailer enables closed-loop measurement, allowing brands to connect digital ad exposure directly to both online and in-store purchases.
John Lewis Partnership has partnered with Epsilon and Kevel to expand its retail media capabilities.
The strategy leverages first-party loyalty data from John Lewis and Waitrose to enable closed-loop measurement, linking digital ad exposure to online and in-store purchases.
Epsilon enables brand campaigns to extend beyond owned websites into CTV, streaming services, and online video environments.
The Kevel integration provides AI-powered targeting and self-service management for onsite retail media placements.
ROPO stands for research online, purchase offline. It is a measurement method that connects digital ad signals to physical store sales using loyalty data.
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