Ocado Ads Partners with Epsilon to Enhance Retail Media Targeting Capabilities – Wednesday, December 3, 2025

Ocado Ads has announced a strategic partnership with Epsilon to significantly enhance its retail media targeting capabilities. This collaboration leverages Epsilon's expertise in connected customer intelligence to deliver more precise, personalized advertising experiences on Ocado's platform, aiming to improve ad effectiveness and drive stronger results for brands.

Who should care: VPs of retail, store operations leaders, eCommerce directors, customer experience teams, and retail technology decision-makers.

What happened?

Ocado Ads, the advertising division of the UK-based online grocery platform Ocado, has formed a strategic alliance with Epsilon, a recognized leader in connected customer intelligence and data-driven marketing. This partnership is designed to enhance Ocado’s retail media targeting by integrating Epsilon’s advanced data analytics and audience segmentation capabilities. The goal is to deliver highly personalized and effective advertising experiences that increase ad performance and maximize return on investment (ROI) for brands using Ocado’s platform. This collaboration is particularly timely given the rapid evolution of retail media, where data-driven targeting has become a critical factor for success. By combining Ocado’s rich customer data with Epsilon’s sophisticated analytics, the partnership aims to provide advertisers with more precise tools to engage consumers at the right moment with relevant messaging. This is expected to drive higher conversion rates and boost sales, especially for consumer packaged goods (CPG) brands operating in the mid-market segment. Furthermore, this move reflects Ocado Ads’ ambition to capture a larger share of the growing retail media network (RMN) market. As retailers increasingly compete to offer differentiated advertising solutions, the integration of Epsilon’s capabilities positions Ocado to stand out by delivering measurable value through enhanced targeting precision and improved customer engagement. Ultimately, this partnership reinforces the importance of leveraging data intelligence to optimize advertising outcomes in the competitive retail landscape.

Why now?

The timing of this partnership highlights the accelerating sophistication and competitiveness within retail media networks. Over the past 18 months, the retail sector has seen a pronounced shift toward data-driven marketing strategies, with retailers re-bundling and enriching their data assets to offer advertisers more targeted and impactful solutions. This shift is driven by the imperative to maximize advertising ROI while delivering personalized, relevant experiences that resonate with consumers. In response to these market dynamics, Ocado Ads and Epsilon have joined forces to equip advertisers with the advanced tools needed to succeed in an increasingly data-centric retail environment. This partnership aligns with broader industry trends emphasizing precision targeting and customer-centric advertising, positioning both companies to capitalize on the growing demand for smarter retail media solutions.

So what?

This partnership carries significant implications for both the retail and advertising sectors. Strategically, it strengthens Ocado Ads’ competitive position within the expanding retail media landscape, where the ability to deliver personalized, data-driven ad experiences is a key differentiator. By integrating Epsilon’s analytics and targeting expertise, Ocado can offer advertisers more effective campaign management and improved ad performance. Operationally, this collaboration is likely to streamline advertising workflows on Ocado’s platform, enabling brands to execute campaigns with greater precision and efficiency. For consumers, this means more relevant and engaging shopping experiences, which can translate into increased loyalty and higher sales for retailers and brands alike.

What this means for you:

• For VPs of retail: Evaluate how incorporating data-driven targeting can refine your advertising strategies and enhance ROI.
• For eCommerce directors: Consider forming partnerships that leverage advanced analytics to deliver personalized, customer-centric experiences.
• For customer experience teams: Prioritize integrating personalized ad experiences to increase customer engagement and satisfaction.

Quick Hits

• Impact / Risk: The partnership could significantly improve Ocado’s ad targeting capabilities, though it may intensify competition within the retail media space.
• Operational Implication: Retailers may need to invest in advanced analytics and data integration to stay competitive in delivering personalized advertising.
• Action This Week: Review your current advertising strategies for opportunities to integrate data-driven targeting and brief your marketing team on the benefits of enhanced personalization.