The partnership will see Ocado provide advertisers with access to consented shopper data and insights.

Trade Desk clients will therefore be able to use Ocado’s first-party audience data to reach in-market shoppers and address key marketing objectives, such as customer acquisition.

Targeted advertising campaigns can also use Ocado’s data to help target the right audiences on online, television and digital out-of-home advertising.

The Trade Desk is headquartered in California, US, with offices across Europe, North America and Asia-Pacific, and runs a self-service, cloud-based platform to facilitate digital advertising campaigns.

Steve Martin, vice-president of data partnerships Europe, Middle East and Africa and Asia-Pacific at The Trade Desk, said: “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.

“We are proud to join forces with a company that is pioneering new standards in their industry.”

Ben O’Mahoney, adtech and data partnerships lead at Ocado Retail, added: “We’re delighted to be the first UK grocer to offer these unparalleled data-matching opportunities.

“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.”