Ocado Retail ramps up CitrusAd retail media roll-out

CitrusAd is expanding its retail media platform partnership with Ocado Retail.

The pair will be developing new technology features that aim to make it easier for brands and media agencies to plan, buy and optimise their media campaigns.

Initially, the platform will allow brands to launch self-managed sponsored product directly into the Ocado website and measure campaign results more efficiently. At the same time, it will help to deliver personalised ads to shoppers.

As part of the expanded roll-out, all suppliers will be invited to join the media platform over the next 12-18 months.

The platform will initially serve only a part of the onsite media inventory, with the vision to gradually transition all key onsite media inventory by 2022-23. Smaller brands, who were part of the first phase of the roll-out, report an average of 300-400% return on ad spend (ROAS)

Christina Hawley, Chief Commercial Officer at Ocado, says: “Our partnership with CitrusAd is a key moment in how we work with and support our suppliers.”

“The platform will allow us to better serve our suppliers, helping them to manage and optimise their media campaigns, leveraging campaign data, such as return on investment.”

“CitrusAd’s market leading technology, alongside our Crunch insights platform, will ultimately make it easier for our suppliers to put their products in front of more customers and build their business with Ocado."