Ocado Retail has linked up with media buying platform The Trade Desk to enable advertisers to create the connection between their ad campaigns and customer sales across the open internet.
Ocado is claiming to be 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.
The online grocer will provide advertisers with access to consented shopper data and insights. Food and drink 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 help build brand loyalty.
Furthermore, it is claimed that targeted campaigns can be optimised using Ocado data to close the loop between advertising spend and sales. The two companies stated that the partnership will make 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 is said to be a significant development in comparison to existing on-site solutions, where ad campaigns only run on retailer-owned inventory.
Steve Martin, VP of data partnerships EMEA & APAC at The Trade Desk. Commented: “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.”
New sources of audience data that are intrinsically linked to a user without reliance on third-party cookies is expected to be critical as the industry moves toward new approaches to identity on the open internet. Ocado’s first-party data is said to be 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, 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.”
NAM Implications:
- If this new access to consumers is seen to work…
- …persuading ready-to-buy shoppers in the ‘online aisle’…
- …the resulting pressure on brands’ use of traditional media expenditure will increase.
- Watch this space…
