Permutive and Ocado Ads launch unique audience targeting capabilities for publishers and advertisers to drive incremental outcomes

The partnership builds on the 2024 launch of Ocado Ads, which offers the most complete data set in market thanks to its base of online-only customers and with it 100% of all purchase behaviour captured. Through Permutive’s data collaboration platform, publishers will now have the opportunity to match their audiences with Ocado’s first-party data – enabling the creation of unique, high-intent audiences across purchase categories and lifestyle segments.

At launch, Future, Immediate, The Independent and News UK will begin leveraging the new capabilities for use in their campaigns to brands and advertisers.

Key Benefits of the Permutive and Ocado Ads partnership:

• Enhanced Publisher Revenue: Enables publishers to create and monetize unique, high-value audiences by enriching their data with Ocado’s purchase-based insights. As well as supporting endemic opportunities with FMCG and CPG brands, Ocado’s category and lifestyle segments combined with publisher insights opens up a new value-add for non-endemic brands and advertisers.
• Precision Targeting for Advertisers: Provides brands with access to previously unavailable, granular audience segments – while leveraging Ocado’s real-time data availability based on customer behavior transacting the site everyday. This allows for more effective, timely and relevant advertising campaigns across premium publisher inventory.
• New Interoperability for Retail Media Networks: Gives retailers an innovative approach to extend the reach and value of their first-party data in a secure and controlled environment, fostering a mutually beneficial value exchange.
• Privacy-First Data Collaboration: Utilizes Permutive’s privacy-safe technology to ensure that data collaboration occurs securely and responsibly to drive better outcomes.

“Publishers and advertisers are navigating a complex landscape, where delivering better outcomes is critical. Our partnership with Ocado Ads offers a unique advantage by uniting their precise bottom-funnel customer purchase insights with premium publishers’ deep understanding of audience consideration,” said Joe Root, CEO and Co-founder, Permutive. “Together, we’re enabling more effective full-funnel advertising, enabling brands to reach consumers effectively from awareness to action and helping publishers unlock value from their engaged audiences.”

“At Ocado Ads, we’re constantly seeking innovative ways to leverage our audience data for more personalised advertising experiences. Our partnership with Permutive keeps us at the forefront of industry firsts, through the enablement of direct data matching with publishers and, with it, creating a truly mutually beneficial ecosystem.” said Ben O’Mahoney, AdTech & Data Partnerships Lead at Ocado Ads. “By securely combining our rich, first-party customer purchase insights with premium publishers’ deep understanding of their audiences, the output is unparalleled opportunities for advertisers to reach high-intent consumers with relevant messages.”

What publishers are saying
“This partnership with Permutive and Ocado Ads will help us to enrich Aperture, Future’s powerful audience targeting solution,” said Jamie Samuel, Director of Commercial Product at Future. “By combining our first-party data with Ocado’s purchase behaviour data, we’re leveraging even more trusted signals to deliver more meaningful purchase-cycle aligned ads, translating to stronger sales and ROI for our advertisers.”

“We’re pleased to be among the launch publishers for this latest collaboration between Permutive and Ocado Ads, which will complement and advance our already strong offering to advertisers,” comments Andy Morley, Chief Revenue Officer at The Independent. “We have an exceptional understanding of our audience across The Independent globally. Fusing this with Ocado’s insights will allow us to further increase the impact of campaigns in a data-driven manner, whilst safeguarding the privacy of readers.”

“We’ve worked with Permutive for some time to drive smarter, privacy-first audience solutions, and this new collaboration with Ocado Ads takes that to the next level,” says Charlie Celino, Commercial Services Director at News UK. “By enriching our understanding of audience behaviour with purchase insights, our award-winning first-party data tools, powered by our proprietary data platform, Nucleus, will offer advertisers another route of targeting with high-intent consumers. This allows for more relevant and engaging experiences for our readers across our trusted brands, including The Times and The Sun. We’re excited about the value this unlocks for the business as a whole.”

To learn more about the partnership and how you can benefit, get in touch today at [email protected].