Lidl links users loyalty app data to Meta and Google

Lidl has launched cross-platform advert targeting, allowing its loyalty scheme members to receive personalised ads across Google and Meta.

Lidl Plus users this week received a notification asking for permission for the supermarket chain to share their data with Google and Meta, The Grocer reported.

The statement read: “We use Lidl data to tailor the marketing you see on Google, Meta and The Trade Desk partner platforms. We also transfer your device identifiers based on in-app actions to these partners.”

The loyalty’s scheme’s updated terms and conditions now notify shoppers using the app will now give Google and Meta permission to “play our personalised ads to users who have previously interacted with the Lidl app”.

“We then receive information from our advertising partners about those personalised ads played and draw statistics from this, which allows us to measure the success of individual advertising campaigns. Meta also process this data for their own purposes.”

A Lidl spokesperson told the publication: “In addition to cookies and tracking technology which are necessary for the app to function and display content, we provide customers with the option to consent to both the tracking of app usage and to share data with third-party providers for digital advertising.

“This enables us to tailor the marketing that the user sees to help ensure that it aligns with their interests. It is entirely at the customer’s discretion and consent can be withdrawn at any time in the app’s settings. Without consent, Lidl adverts may still appear, but they won’t be tailored to the individual.”

It’s not the first supermarket to ramping up its personalisation offer in recent months, with Tesco trialling tailored Clubcard Prices to customers based on their shopping habits.

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