Closing the measurement loop and driving full-funnel impact with Audience 360

Client: Boots Media Group

Audience 360 (A360) is a pioneering retail media platform developed by Boots Media Group (BMG) - a joint venture between Boots UK and SMG - to redefine how brands engage with health and beauty consumers. Launched in response to the growing demand for privacy-first solutions and the decline of third-party cookies, A360 unlocks the power of Boots' Advantage Card data from over 17 million customers.

The platform enables brands to activate highly targeted, omnichannel campaigns using real purchase behaviours and advanced propensity modelling. From identifying loyal and lapsed customers to optimising future buying potential, A360 provides unparalleled precision and eliminates demographic waste.

Its standout innovation lies in its closed-loop measurement, directly linking ad exposure to in-store and online sales, offering brands tangible proof of ROI. Initially activating through Meta, A360 now powers campaigns across 16 digital channels, from social and CTV to onsite display and audio.

In just three years, the platform has tripled revenue year-on-year, become central to Boots’ retail media offering, and delivered outstanding results for brands. A360 has shifted the standard for what’s possible in retail media, helping brands plan smarter, optimise in real time, and deliver measurable impact all through a single, unified solution.

Backed by first-party data, bespoke creative, and full-funnel activation, A360 is transforming retail media from performance channel to strategic growth driver.