This week Future announced it has signed a data partnership with Ocado Ads, the retail media network of one of the UK’s fastest-growing retailers, and Permutive, a data collaboration platform for incremental outcomes. Future says this collaboration will integrate Ocado’s shopper behaviour data into Future’s 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 Future’s 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.
“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.”
According to Future 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 commented, “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.”
“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,” said Joe Root, CEO and co-founder, Permutive.
Future says this strategic alliance underscores its commitment to innovation and its dedication to providing advertisers with audience targeting capabilities that deliver results.
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