Asda and Amazon Ads have teamed up in a “first-of-its-kind” partnership on retail media and tech.
The supermarket will become the first retailer outside of the US to bring Amazon Retail Ad service to its online channels in a bid to give brands new opportunities to leverage retail media.
It marks a significant step in Asda’s retail media offering and will be rolled out in phases starting from Q4 this year.
The partnership will deliver more relevant ads based on “real shopping behaviour and intent”, to drive better engagement for brands across Asda’s online grocery and George platforms.
Advertisers will also get clearer insights, better measurement, and an easier way to plan and execute campaigns through Amazon Ads tools and cross-platform reporting.
Asda chief customer and digital officer Rachel Eyre said: “We serve millions of customers each week and this partnership is about using technology to improve the online shopping experience by helping them to quickly find what they need.
“At the same time, it creates a stronger retail media proposition, giving our current and future brand partners a more effective way to reach customers, using deeper insight to deliver impactful and measurable campaigns.
“This builds on the partnership with Ocado we announced recently and is another clear step forward in how we’re using technology to improve the Asda shopping experience.”
Amazon Ads vice president of creative experiences and AI solutions Joseph Park added: “This partnership is the first of its kind in the UK and will make it easier for advertisers to reach Asda and George shoppers at key moments in their purchase journey.”
“Together, we’re helping customers see more of what’s relevant to them – and giving brands a simpler and highly effective way for them to consistently show up at the right moment through ad tech they already use and trust.”
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