Ocado Ads, the retail media network of the online-only supermarket, is opening up its first-party shopper data insights to brands through a new offsite self-serve media solution provided by LiveRamp’s technology.
It is claimed that by using Audience+, brands and agencies 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 move is designed to tap into the growing demand for self-serve solutions within retail media, as advertisers seek greater control in campaign management.
LiveRamp’s Data Clean Room enables data collaboration in accordance with each company’s privacy policies, allowing advertisers to improve media optimisation and planning in a responsible way.
According to eMarketer forecasts, adspend on UK retail media ad was set to pass £3.2bn in 2024 and reach £6.3bn by 2027.
Ocado Ads adtech and data partnerships lead Ben O’Mahoney said the company is committed to empowering advertisers with greater control over their offsite media campaigns with new self-serve capabilities.
He explained: “Audience+ provides brands with unprecedented access to our extensive, reliable first-party data and verified audiences. Advertisers are able to derive actionable insights and accurately measure performance. We are confident that Audience+ will unlock new possibilities for personalised customer experiences and drive significant results for our partners.”
LiveRamp UK managing director Hugh Stevens added: “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.”
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