Ocado Ads, the retail media platform, is bolstering its offer for advertisers, by partnering with Publicis-owned Epsilon to develop a solution powered by its identity resolution platform COREid, which it is claimed allows brands to connect with real individuals, not proxies, across a wide range of offsite environments, including TV.
Ocado insists the move marks a major step forward in Ocado Ads’ vision to build a media platform grounded in precision, performance and advertiser control. With COREid integrated, brands will be able to connect offsite activity through a unified attribution framework that links exposure to outcomes across channels, establishing a single, connected view of performance.
Ocado Ads atech and data partnerships lead Ben O’Mahoney said: “This partnership reinforces our commitment to putting real control in the hands of advertisers. By bringing digital media, data and retail execution together, we’re making it easier for more brands to participate and more likely for shoppers to connect with the brands that matter to them.”
Ocado’s retail media proposition is underpinned by what the company insists is a “unique operating model”, a foundation that has helped make it Britain’s fastest-growing retailer for over a year (Kantar). Operating exclusively online, Ocado claims to offer one of the richest, most complete grocery data-sets in market with no requirement for loyalty card data.
Collaborating with the Epsilon Retail Media platform further leverages the data by enabling brands to extend their reach beyond Ocado’s properties, activating across the open web, connected TV and audio. Whether it is Netflix, Disney+ or Spotify, brands can connect with verified audiences wherever they are, while maintaining consistent, personalised messaging.
The COREid platform brings stability and accuracy to activation. With closed-loop measurement and actionable insight built in, advertisers can now tie investment directly to sales performance, supporting incrementality, faster optimisation, and greater accountability across campaigns.
Epsilon president of Europe and APAC Tim Frankcom said: “The focus is on enhancing the entire shopping experience and driving incremental value for brands and shoppers, delivering on the full promise of retail media. Together, we’re giving brands a single, powerful route to real, verified shoppers across every screen. It’s retail media without any guesswork.”
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