Advertising technology firm The Trade Desk and online supermarket Ocado Retail have entered a partnership that will allow advertisers to connect their ad campaigns with customer sales.
Ocado is reportedly the first grocer in the UK to give direct access to its customer behaviour data, allowing marketers to optimise their audiences and attribute campaigns through The Trade Desk.
As a result of the partnership, Ocado suppliers and The Trade Desk’s clients will be able to leverage Ocado’s first-party audiences to reach in-market shoppers and drive key marketing objectives. Targeted campaigns can also be enabled using Ocado data to’ close the loop’ between advertising spend and sales.
Reaching brands across TV and digital out-of-home will reportedly become easier for advertisers associated with Ocado.
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“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,” The Trade Desk vice president of data artnerships EMEA and APAC, Steve Martin, said. “The Trade Desk was built on innovation and a desire to drive the industry forward. We are proud to join forces with a company that is pioneering new standards in their industry.”
Ocado Retail adtech and data partnerships lead, Ben O’Mahoney added: “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.”
