Australian unified retail media platform, Zitcha, has announced a partnership with Ocado Retail, the UK's fastest-growing grocer, to launch a new retail media platform, Ocado Ads. This move marks Ocado Retail as the first in EMEA to implement Zitcha's single customer-view platform.

Ocado Ads aims to drive measurable growth for its brand partners and deliver a personalised experience for customers. The retail media industry's ad spend is expected to surpass $6.2 billion (£3.2 billion) in the UK this year, and is projected to nearly double by 2027.

Ocado Retail boasts extensive first-party customer data, enabling brands to target customers at scale based on purchase history and reach a verified audience for advertisers. The new platform, Ocado Ads, comprises Full Funnel Retail Media, Ocado Ads Manager, Ocado Insights & Measurement, Ocado Audiences, and Ocado Innovation.

"It’s exciting to partner with the world’s largest online grocery retailer and help integrate the entire business around its Retail Media Network. For us that means building out cross-functional capability and offering full visibility on the planning and delivery of retail media for the whole business," said Troy Townsend, Zitcha CEO.

Ocado Ads aims to be the home of test and learn for grocery advertising across digital retail media in the UK. Jack Johnson, head of Ocado Ads at Ocado Retail, said, "Ocado Ads is raising the bar for retail media. We encourage all our suppliers to grow with us and so we’ve created Ocado Ads with a view to providing another growth engine for brands. Ocado has been an innovative and disruptive force in the industry since its creation and we believe this will boost our approach to retail media."

Johnson also highlighted the flexibility of Ocado Ads. "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."

Zitcha is an adaptive, unified retail media platform that empowers retailers to build and scale their unique Retail Media Networks (RMNs).