In the absence of a direct-to-consumer business, Hershey’s is going directly to retailers to get the data needed to see whether its ads encourage people to buy its chocolate bars.

The candy maker is pitching a “clean room” to retailers that will store their loyalty card data alongside its ad exposure data to eliminate the risk of data leakage, said Vincent Rinaldi, head of addressable media at Hershey’s. Discussions are ongoing, Rinaldi said, with progress predicated on whether Hershey’s can convince retailers to share the same data many of them hope will eventually form the nub of their own walled gardens. Like Procter & Gamble, Hershey’s hopes to use its commercial clout as a wholesaler to grocery stores to win them round.

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