News UK, The Independent, Immediate Media, and Future are partnering with Ocado to utilize clean room technology for data matching. The aim is to combine Ocado's shopper data with publishers' audience data for improved ad targeting without compromising user privacy. This collaboration signifies a trend among publishers to increase their use of first-party data strategies in the retail media sector. Using Permutive's infrastructure, the partnership focuses on matching anonymized audience and shopper segments. The goal is to provide advertisers with efficient, targeted solutions amidst rising budget scrutiny.
The goal is to match Ocado's shopper data with the publishers' audience behavioral and contextual data to unlock more granular ad targeting for advertisers.
The partnership uses Permutive's clean room infrastructure to match anonymized publisher audience segments with retail shopper segments.
When you combine those two sets, the conversion data and the intent signals which drove it, you can build this full funnel proposition.
As post-cookie audience strategies become more of a default, publishers are leaning into predictive targeting models for better efficiency.
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