Dunnhumby launches Network Alliance, a single counter uniting data and inventories from Tesco and Waitrose (food), B&Q (DIY) and John Lewis department stores, to put an end to the fragmentation of the British retail media market. Based on Kevel technology, this multi-retailer advertising network follows the model of French giants Valiuz and Unlimitail, in order to capture advertising budgets of European scale.
On June 19, 2026, Dunnhumby announced the launch of a pilot project, which aims to ease the fragmentation of retail media. Uniting first-party data and advertising inventories from food retailers Tesco and Waitrose, DIY specialist B&Q (Kingfisher group) and also John Lewis department stores, the initiative named “Network Alliance” offers brands and agencies a single counter to activate campaigns across several retailers simultaneously. The objective is to help retailers capture broader budgets,
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Article authors
Sophie Baqué
Chief Editor of mind Retail