Ocado Retail Ltd, the UK-based online grocer, has announced it will allow marketers to directly access its customer behaviour data, becoming the first grocer in the UK to do so. All data provided is consented by customers, Ocado Retail Ltd said. The company aims to optimise its audiences and attribute campaigns through global ad tech firm, The Trade Desk. The Trade Desk‘s clients and Ocado Retail Ltd suppliers will be able to utilise Ocado’s first-party audiences to target in-market shoppers and achieve key marketing objectives, such as customer acquisition to build brand loyalty. The partnership with The The Trade Desk will optimise targeted campaigns using the data to close the loop between advertising spend and sales. “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,” said Steve Martin, VP of data partnerships at The Trade Desk.
This partnership is significant because, unlike existing on-site solutions, where ad campaigns only run on retailer-owned inventory, it makes it simpler for brands to reach the right audience. It also marks a significant development in comparison to existing on-site solutions, where ad campaigns only run on retailer-owned inventory. Furthermore, Ocado Retail Ltd’s first-party data is future-proofed for the opt-in internet, where media will be transacted independently of third-party cookies. “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,” said Ben O’Mahoney, Ocado Retail Ltd ‘s head of adtech and data partnerships.