British online supermarket Ocado has partnered with LiveRamp, a data collaboration platform, to boost its retail media offering. Through the partnership, Ocado Ads – the supermarket’s retail media network – has launch a new offsite self-serve media solution, Audience+.
Audience+ will enable agencies and brands to leverage Ocado’s first-party shopper data insights via LiveRamp’s technology, using the data to plan, activate, and measure offsite media campaigns across ad platforms.
“At Ocado Ads, we’re committed to empowering advertisers with greater control over their offsite media campaigns with new self-serve capabilities,” said Ben O’Mahoney, AdTech & Data Partnerships Lead at Ocado Ads. “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.”
Shopper data is kept secure via LiveRamp’s Data Clean Room, which enables advertisers to optimise and plan while respecting the privacy and safety of consumers.
“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,” said Hugh Stevens, UK Managing Director at LiveRamp. “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.”
*LiveRamp is a client of Bluestripe Communications, owned by Bluestripe Group, publisher of NDA
