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Commerce media: how to tell if you have an opportunity
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LONDON, 3 December 2025 - Ocado Ads has partnered with Epsilon, a leader in technology, data and services, to develop a retail media solution powered by COREid — Epsilon’s industry-leading identity resolution platform. This people-based approach allows brands to connect with real individuals, not proxies, across a wide range of offsite environments, including TV.
It marks a major step forward in Ocado Ads’ vision to build a media platform grounded in precision, performance and advertiser control. With COREid integrated, the groundwork is laid for brands to connect offsite activity through a unified attribution framework that links exposure to outcomes across channels, establishing a single, connected view of performance.
“This partnership reinforces our commitment to putting real control in the hands of advertisers,” said Ben O’Mahoney, AdTech & Data Partnerships Lead from Ocado Ads. “By bringing digital media, data and retail execution together, we’re making it easier for more brands to participate—and more likely for shoppers to connect with the brands that matter to them.”
Ocado’s retail media proposition is underpinned by a unique operating model, a foundation that has helped make it Britain’s fastest-growing retailer for over a year (Kantar). Operating exclusively online, Ocado offers one of the richest, most complete grocery data sets in market with no requirement for loyalty card data.
Collaborating with the Epsilon Retail Media platform further leverages the data by enabling brands to extend their reach beyond Ocado’s properties, seamlessly activating across the open web, connected TV and audio. Whether it’s Netflix, Disney+ or Spotify, brands can connect with verified audiences wherever they are, while maintaining consistent, personalised messaging.
Epsilon’s COREid brings stability and accuracy to activation. With closed-loop measurement and actionable insight built in, advertisers can now tie investment directly to sales performance, supporting incrementality, faster optimisation, and greater accountability across campaigns.
“The focus is on enhancing the entire shopping experience and driving incremental value for brands and shoppers, delivering on the full promise of retail media”, commented Tim Frankcom, President of Europe and APAC, Epsilon. “Together, we’re giving brands a single, powerful route to real, verified shoppers across every screen. It’s retail media without any guesswork.”
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About Ocado Ads
Ocado Ads, the retail media network for the world's largest online-only supermarket, Ocado Retail, empowers advertisers with a suite of advertising solutions and a robust, verified audience powered by extensive first-party data. This enables highly relevant advertising and personalised customer experiences. Offering full-funnel solutions that span onsite, offsite, social media, and connected TV, Ocado Ads provides a flexible operating model with both managed service and self-serve options. Products like Ocado Ads Manager, Beet by Ocado, and the Brand & Supplier Toolkits enable diverse advertising use cases across insights, measurement, and activation. Ocado Ads aims to be the leading platform for grocery advertising innovation in the UK, providing brands and agencies with a unique environment for testing and learning within digital retail media.
About Epsilon
Epsilon is a global technology, data and services company that the world’s leading brands use to harmonize consumer engagement across their paid, owned and earned channels. The Epsilon PeopleCloud platform includes capabilities such as data, identity resolution, customer data platforms, clean rooms, digital media, retail media, site personalization, direct mail, loyalty, email marketing and measurement. By applying artificial intelligence against privacy-centric identity resolution–embedded in data-enriched analytic, marketing and media solutions and services—Epsilon allows marketers to bridge the divide between marketing and advertising technology, engaging consumers with 1 View, 1 Vision and 1 Voice. 1 View of their universe of potential buyers. 1 Vision for engaging each individual. 1 Voice to harmonize engagement across paid, owned and earned channels. For more information, visit http://www.epsilon.com
