Ocado Ads partners with Epsilon to boost retail media targeting

Ocado Ads has entered into a partnership with Epsilon to launch a new retail media solution that aims to provide brands with improved ability to connect with real, verified shoppers across multiple platforms, including television and audio streaming services.

The partnership will see Epsilon’s COREid identity resolution technology integrated with the Ocado Ads network. This approach is designed to create a unified framework that links advertising exposures to shopper outcomes, offering a single view on campaign performance across both Ocado’s own properties and external media channels.

Ocado operates exclusively online and states it has developed a comprehensive grocery data set that does not rely on loyalty cards. By partnering with Epsilon and using the COREid platform, brands advertising through Ocado can target audiences across the open web, connected TV services-including platforms such as Netflix and Disney+-and audio streaming services like Spotify, while keeping their messaging consistent and personalised.

Ocado Ads and Epsilon have positioned their offering as providing advertisers with greater control and transparency over their campaigns. The system implements closed-loop measurement, enabling advertisers to directly attribute investments to resulting sales, with tools supporting campaign optimisation and incremental value tracking.

This combined proposition aims to make it easier for brands to engage with retail media beyond Ocado’s own site, while also providing more detailed audience verification and reporting capabilities.

“This partnership reinforces our commitment to putting real control in the hands of advertisers,” said Ben O’Mahoney, AdTech & Data Partnerships Lead, Ocado Ads. “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.”

Epsilon’s technology offers brands the potential to maintain engagement with established and verified audiences outside the Ocado ecosystem. The ability to track activation and measure impact through a single attribution framework is positioned as a key advantage, helping brands monitor performance across advertising channels in real time.

Ocado’s retail media business is supported by its operating model as an online-only grocery retailer, which has contributed to its recent sales growth. The company says its data-driven approach helps brands reach relevant consumers without relying on traditional loyalty schemes.

“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,” commented Tim Frankcom, President of Europe and APAC, Epsilon. “Together, we’re giving brands a single, powerful route to real, verified shoppers across every screen. It’s retail media without any guesswork.”