Online grocery specialist Ocado has formed a partnership with the Citrus digital ad platform, which provides online retailers with a sponsored product and ad platform.
Ocado is the first confirmed partner with Citrus UK, aiming to boost online revenues and customer experience by increasing sales and monetising digital shelf space while offering a more personalised experience.
Citrus is an avowed rival of Amazon and its attempts to corner the $120bn online ad industry, by harnessing technology to open up new revenue streams, such as by allowing suppliers to bid in live auctions for the best product positions and banner placements within a retailers website.
This builds on techniques developed by Amazon which have helped power its own stratospheric growth as an ad platform.
Ocado, head of grocery merchandising and product, Alice Mannion, commented: “We aim to be the best place to launch new brands and are dedicated to helping our smaller suppliers grow. Citrus ticks all the boxes for us, it’s scalable, secure, easy to integrate and crucially delivers better-optimised exposure for our smaller to medium sized brands”.
At one point Amazon was rumoured to be sizing up Ocado for a possible buy out.