This move highlights a broader shift among publishers towards embracing first-party data strategies and tapping into the rapidly growing retail media space, where advertisers are increasingly seeking more precise targeting beyond walled gardens. For Ocado, the partnership offers valuable upper and mid-funnel insights that enhance and enrich its existing customer data. 

Future says this collaboration will integrate Ocado’s shopper behaviour data into its audience targeting solution, Aperture, offering audience targeting that delivers more relevant and timely ads for advertising partners. 

This partnership will empower Future to enrich its first-party data with insights derived from Ocado’s customer base, where it says 100% of purchase behaviour data is captured. By combining high-intent audience data with Ocado’s real-time purchase signals, Future says it can unlock new levels of audience segmentation and targeting based on reader’s purchase needs. 

Jamie Samuel, Director of Commercial Product, Future commented: “This partnership with Permutive and Ocado Ads will help us to enrich Aperture, Future’s powerful audience targeting solution. 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.” 

The key benefits for advertisers include: 

• Enhanced campaign performance: Leveraging real-time data from both Future and Ocado, advertisers can execute timely, and relevant campaigns across Future’s network of specialist media brands. This ensures messages resonate with audiences actively considering purchases at key retail moments. 
  
  

• Audience targeting: Enables the creation of audience segments. By combining Future’s high-intent data with Ocado’s granular category segments, new opportunities emerge for FMCG and CPG brands to reach highly relevant in-market consumers. 
  
  

• User privacy by design: Leveraging Permutive’s privacy-safe technology, this data collaboration ensures responsible data collaboration, maintaining the highest standards of data privacy. 
  
  

Ben O’Mahoney, Adtech & Data Partnerships Lead at Ocado Ads added: “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.” 

Joe Root, CEO and co-founder, Permutive said: “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 customer purchase insights with premium publishers’ deep understanding of audience consideration.”