Ocado Retail has announced a new partnership with The Trade Desk which will see the online supermarket share its customer behaviour data with advertisers.

Ocado will be the first grocer in the UK to give direct access to its "consented" shopper data and insights, according to the partnership.

The move will see advertisers able to create a connection between their ad campaigns and customers sales across the open internet.

“As the world’s largest dedicated online supermarket, we’re delighted to be the first UK grocer to offer these unparalleled data-matching opportunities,” said Ben O’Mahoney, adtech and data partnerships lead, Ocado Retail. “Our partnership with The Trade Desk will help marketers better target and connect with customers in real-time with actionable insights, and we’re excited to be pioneering this new approach in the industry.”

Technology company The Trade Desk, which provides a cloud-based platform for digital ad campaigns, said that new sources of audience data which are intrinsically linked to a user without reliance on third-party cookies will be “critical” as the industry moves toward new approaches to identity on the open internet.

“Retail media is redefining marketing, and our partnership with Ocado presents an incredible opportunity for brands to improve the effectiveness of their ad spend by accurately targeting high-value shoppers, as well as benefiting the end consumer through relevant advertising,” said Steve Martin, vice president of data partnerships, EMEA & APAC, The Trade Desk.

In its latest financial year Ocado Group reported an earnings loss of £74 million, which it blamed on cost pressures and capacity investments made to support future growth. Last year, the company warned that rising energy and dry ice costs would weigh down on its profitability in the final months of the year.

It has also warned that consumers are shopping smaller baskets and seeking value-for-money as they respond to record inflation.

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