Global advertising technology company The Trade Desk and quick commerce platform Zepto have entered into a partnership to help brands enhance targeting precision on the open internet and close the loop between ad campaigns and sales.
“Through this partnership, we’ll be able to tell brands where a sale originated, and what journey the consumer took right up to the payment,” Tejinder Gill, managing director, India, The Trade Desk said.
Simply put, brands selling on Zepto will be able to track the entire marketing funnel for a product — from lead generation to delivery. This will allow them to target areas and platforms to run their ad campaigns on.
For instance, if location A is running low on a product while location B has seen slow uptake for that product, brands can target location B for its ad campaigns, helping boost sales in that location.
“This partnership signals a major shift to scalable, privacy-conscious, outcome-driven advertising. We are unlocking the power of retail data and programmatic for India’s retailers and brands who are focused on ROI,” Gill added.
Marketers will be able to tap into online shopping behaviours from over 60 million monthly active Zepto users in more than 80 cities in India. Brands using The Trade Desk can now track Zepto sales from their ads and quickly improve campaigns using real-time performance insights.
This partnership lets brands reach Zepto’s audience not just on Zepto, but across the wider internet. They can now show ads on platforms like connected TV, OTT apps, and music streaming services. It’s a big step up from earlier options that only allowed ads within Zepto’s app or website.
Zepto’s first-party data will help brands unlock high-intent audience segments across multiple buying categories including health and wellness, grocery, baby care, household, electronics and value bundles.
“As the digital landscape evolves, privacy has become a key concern for consumers and marketers alike. This partnership reflects that shift, reinforcing our commitment to protecting customer data, while still enabling advertising that’s relevant and respectful,” Devendra Meel, chief business officer, Zepto, said.
“By grounding media decisions in actual purchase behaviour, brands can better understand their audiences, optimise performance, and drive meaningful business outcomes.”