Ocado's data play opens the door for publisher-led targeting - eMarketer

Ocado Ads has partnered with data collaboration platform Permutive to share its first-party grocery purchase data with UK publishers for targeted advertising.

The partnership enables publishers including Future, Immediate Media, The Independent, and News UK to match their audience data with Ocado's shopping behavior insights. This collaboration allows for precise, privacy-safe targeting without requiring advertisers to use additional platforms. Head of retail media Jack Johnson emphasized that Ocado wants to integrate where media buying already happens rather than create more fragmentation in the advertising ecosystem.

• Publishers gain access to valuable grocery shopping data to attract advertisers and deliver more targeted campaigns
• The partnership helps interest-based sites like recipe publications create more relevant user experiences based on shopping habits
• Ocado avoids building another walled garden by integrating with existing platforms like The Trade Desk and WPP
• This addresses publisher revenue challenges from AI-driven changes in search and traffic patterns