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Ocado opens up its customer behaviour data to third-party brands to better target ads

Image courtesy of Ocado Retail/M&S

Ocado has become 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 global ad tech company, The Trade Desk. 

In a first for the UK’s grocery retail industry, Ocado will provide advertisers with access to consented shopper data and insights. Ocado suppliers and The Trade Desk’s clients will be able to leverage Ocado’s first-party audiences to precisely reach in-market shoppers and drive key marketing objectives, such as customer acquisition to build brand loyalty over time.

Furthermore, targeted campaigns can be optimised using Ocado data to close the loop between advertising spend and sales. 

This new partnership makes it easier for brands to reach the right audience across the open internet and beyond, including the industry’s fastest growing channels such as connected TV and digital out-of-home. This marks a significant development in comparison to existing on-site solutions, where ad campaigns only run on retailer-owned inventory.

“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,” says Steve Martin, VP of Data Partnerships EMEA & APAC at The Trade Desk. “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.”

New sources of audience data that are intrinsically linked to a user without reliance on third-party cookies will be critical as the industry moves toward new approaches to identity on the open internet. Ocado’s first-party data is future-proofed for the opt-in internet, where media will instead be transacted independent of third-party cookies.

Ben O’Mahoney, Adtech and Data Partnerships Lead at Ocado Retail, adds: “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.”

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