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Ocado opens up its first-party data to marketers

Online supermarket Ocado is now providing advertisers with access to consented shopper data and insights through a partnership with The Trade Desk.

The partnership makes Ocado the ‘first’ grocer in the UK to provide direct access to its customer behaviour data, enabling marketers to optimise their audiences and attribute campaigns through The Trade Desk.

“As the world’s largest dedicated online supermarket, we’re delighted to be the first UK grocer to offer these unparalleled data-matching opportunities,” said Ben O’Mahoney, Adtech and Data Partnerships Lead at Ocado Retail. “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.”

Ocado suppliers and The Trade Desk’s clients will be able to leverage Ocado’s first-party audiences to reach in-market shoppers and drive marketing objectives. Furthermore, according to the pair, targeted campaigns can be optimised using Ocado data to close the loop between ad spend and sales.

“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,” said 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.”