UK’s grocery specialist Ocado Retail has rolled out a new digital ads platform.

Developed in collaboration with UK-based software company Zitcha, Ocado Ads Retail aims to provide a more personalised experience for customers while shopping online.

Ocado said that users will be able to leverage its first-party customer data to target customers at scale, tracking customers’ purchase history and online shopping preferences to implement a more targeted advertising strategy.

The platform will offer a range of capabilities, including robust insights, analytics, and measurement powered by Ocado’s self-serve insights platform Beet. Advertisers will also be able to target audiences through a range of services and tap into new ways to test their advertising strategies to target new offsite customer groups.

The move comes as ad spend for the retail media industry is expected to pass £3.2 billion in the UK this year, and is set to almost double by 2027, according to data from Ocado.

Jack Johnson, head of Ocado Ads at Ocado Retail, said the new platform aims to raise the bar for retail media.

He added: “Ocado Ads has a flexible operating model that challenges the one-size-fits-all approach of traditional retail media networks. Whether you’re an advertiser or an agency, you can ‘have it your way’: fully self-serve, completely managed, or anywhere in between.”

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