Retail media meets publishing: News UK, Future and Ocado tap clean room tech for smarter data targeting

News UK, The Independent, and magazine publishers Immediate Media and Future are teaming up with retail media network Ocado to test clean room-powered data matching. 

The goal: to match Ocado’s shopper data with the publishers’ audience behavioral and contextual data and unlock more granular ad targeting for advertisers without giving up user control.

The move reflects a growing push by publishers to lean deeper into first-party data strategies and gain a foothold in the fast-expanding retail media space, where advertisers are eager for better targeting outside of the walled gardens. For Ocado the partnership provides valuable access to upper and mid-funnel data to inform its existing customer data. 

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.