Ocado Retail, the world’s largest dedicated online supermarket, has partnered with The Trade Desk, a global advertising technology firm, to offer advertisers direct access to customer behaviour data. This groundbreaking move marks the first time a UK grocer has given consented shopper data and insights to marketers, enabling them to optimize their audiences and attribute campaigns using The Trade Desk’s platform.
This partnership allows Ocado suppliers and The Trade Desk’s clients to leverage Ocado’s first-party audiences, precisely reaching in-market shoppers and driving key marketing objectives, such as customer acquisition to build brand loyalty over time.
Moreover, this collaboration enables targeted campaigns to be optimized using Ocado data to close the loop between advertising spend and sales. This new development makes it easier for brands to reach the right audience across the open internet, including the industry’s fastest growing channels such as connected TV and digital out-of-home.
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According to Steve Martin, VP of Data Partnerships EMEA & APAC at The Trade Desk, “Retail media is redefining marketing, and our partnership with Ocado presents an incredible opportunity for brands to improve the effectiveness of their ad spend by accurately targeting high-value shoppers, as well as benefiting the end consumer through relevant advertising.”
This partnership is a significant development compared to existing on-site solutions, where ad campaigns only run on retailer-owned inventory. It also provides new sources of audience data that are intrinsically linked to a user without reliance on third-party cookies, which will be critical as the industry moves towards new approaches to identity on the open internet.
Ben O’Mahoney, Adtech and Data Partnerships Lead at Ocado Retail, says, “As the world’s largest dedicated online supermarket, we’re delighted to be the first UK grocer to offer these unparalleled data-matching opportunities. Our partnership with The Trade Desk will help marketers better target and connect with customers in real-time with actionable insights, and we’re excited to be pioneering this new approach in the industry.”
