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JULY 28, 2025 |
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Ocado Ads has partnered with data collaboration platform Permutive to make its first-party purchase data available to select UK publishers. |
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Future, Immediate Media, The Independent, and News UK are among the first publishers to integrate Ocado data via Permutive’s platform.
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The partnership lets them match their audience data with Ocado’s, enabling precise and privacy-safe targeting based on grocery shopping behavior. |
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“It’s very low lift from our perspective, but we generally are liberating out the power of first-party data,” said Jack Johnson, head of retail media and data at Ocado. “We’re allowing those publishers to tap into the power of retail, grocery, first-party data through the technology and partnership they have with Permutive.” |
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Instead of requiring advertisers to use yet another platform, Ocado wants its data to flow into the tools and environments that buyers already use.
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“We’ll go where the media buying is already happening,” said Johnson. “We don’t want to create more fragmentation.” |
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Key stat: 40.6% of US adults have researched a product or company after encountering an ad for it in-store, according to March 2025 data from Placer.ai and EMARKETER. |
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Beyond the chart: |
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Three-quarters (75.5%) of US agency and brand marketers believe in-store ads with a discount, sale, or special offer are the most effective at catching consumers’ attention, per the same data.
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But that attention can often lead to action—53.9% of US adults say a discount, coupon, or special offer is the top way to entice them to purchase a product they didn’t want to buy on that shopping trip, according to Placer.ai and EMARKETER. |
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