Data collaboration platform LiveRamp has teamed up with Ocado Ads, the Retail Media Network (RMN) of the online supermarket, to launch Audience+, a new offsite self-serve media solution.
Audience+ will allow agencies and brands to leverage Ocado Retail’s first-party shopper data insights via LiveRamp’s technology. They will be able to plan, activate and measure offsite media campaigns across a wider network of ad platforms with “greater precision and transparency, reaching their target audiences in a more streamlined and effective way”. The firm noted that the move reflects the growing demand for self-serve solutions within retail media as advertisers seek greater control in campaign management.
Hugh Stevens, UK Managing Director of LiveRamp, said: “As advertisers continue to prioritise retail media’s insights, retailers who deliver this capability in the most collaborative manner, enabling enhanced targeting opportunities and more transparent attribution, will be best placed to meet this demand. That is why we’re delighted to partner with Ocado Ads, supporting it to unlock greater value from retail media activation and further differentiate its media network offering with transformative self-serve features through the LiveRamp Clean Room.”
Ben O’Mahoney, AdTech & Data Partnerships Lead at Ocado Ads, added: “At Ocado Ads, we’re committed to empowering advertisers with greater control over their offsite media campaigns with new self-serve capabilities. Audience+, enabled by LiveRamp’s data collaboration technology, provides brands with unprecedented access to our extensive, reliable first-party data and verified audiences. Advertisers are able to derive actionable insights for planning, execute highly targeted campaigns, and accurately measure performance. We are confident that Audience+ will unlock new possibilities for personalised customer experiences and drive significant results for our partners.”
NAM Implications:
- The key appears to be ‘new self-serve capabilities’ in optimising Ocado insights…
- And any take-up has to contribute to the growth of Ocado Retail.
- In which case, better to be on board than not.
- Over to you…
