Ocado Ads has partnered with Epsilon to bring identity-powered precision to its retail media offering, integrating the ad tech firm’s COREid platform to enable brands to target verified individuals across a wide range of offsite channels, including connected TV.
The collaboration marks a significant advancement in Ocado Ads’ ambition to create a media platform built on precision, performance and advertiser control, the firm said.
By embedding COREid, Ocado Ads will offer brands a unified attribution framework that connects offsite exposures to sales outcomes, giving advertisers a single, connected view of campaign performance.
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Ben O’Mahoney, AdTech & Data Partnerships Lead at Ocado Ads, said the partnership helps deliver on the company’s commitment to simplifying activation while improving marketing effectiveness.
“By bringing digital media, data and retail execution together, we’re making it easier for more brands to participate, and more likely for shoppers to connect with the brands that matter to them.”
Ocado’s retail media proposition is supported by its online-only model, which enables the supermarket to capture one of the most comprehensive grocery datasets in the UK without the need for loyalty cards.
According to Kantar, this data foundation has helped Ocado remain Britain’s fastest-growing retailer for over a year.
Through the integration with Epsilon Retail Media, advertisers will now be able to extend campaigns beyond Ocado’s owned environments into the open web, connected TV and digital audio platforms. That includes major destinations such as Netflix, Disney+ and Spotify, all targeted via verified, people-based audiences with consistent creative and messaging.
Tim Frankcom, President of Europe and APAC at Epsilon, said the partnership delivers on the promise of full-funnel retail media. “Together, we’re giving brands a single, powerful route to real, verified shoppers across every screen. It’s retail media without any guesswork.”
