Ocado becomes first grocer to give direct access to customer behaviour data

Ocado has become the first grocer in the UK to allow marketers to give direct access to its customer behaviour data.

All data supplied is consented, the grocery retailer said.

The company hopes this will optimise their audiences and attribute campaigns through the global ad tech firm, The Trade Desk.

Ocado suppliers and The Trade Desk’s clients will be able to utilise Ocado’s first-party audiences to target in-market shoppers and drive key marketing objectives, including customer acquisition to build brand loyalty over time.

The use of Ocado’s data means that targeted campaigns can be optimised using the data to close the loop between advertising spend and sales.

The new partnership makes it simpler for brands to reach the right audience.

It marks a significant development in comparison to existing on-site solutions, where ad campaigns only run on retailer-owned inventory.

“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,” The Trade Desk VP of data partnerships Steve Martin said.

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“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.”

As internet privacy heats up, new sources of data that are linked intrinsically to a user without the reliance on third-party cookies will be game changing as the sector moves towards new approaches to identity.

Ocado’s first-party data is future proofed for the opt-in internet, where media will instead be transacted independent of third-party cookies.

Ocado Retail head of adtech and data partnerships Ben O’Mahoney 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.”



1 Comment. Leave new

  • Hi can you tell me why ocado has stopped selling Scott’s it’s so easy porridge sachets.thank you Dennis Gray


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