Glovo and The Trade Desk sign retail data alliance

Glovo and The trading desk have announced an alliance that will enable brands and media agencies to reach qualified users based on purchasing behavior within the Glovo platform.

According to one statement The agreement gives advertisers access to data and information about buyersThis allows customers using The Trade Desk to accurately reach users throughout the customer journey. Initially the data will be available in Spain, Italy and Portugal.

More specifically, this will make it easier for advertisers to reach the right audience across the Internetincluding the industry's fastest growing channels such as Connected TV, Gaming and Digital out of home (DOOH)and accepts «a significant step forward compared to existing solutions where advertising campaigns only run on inventory owned by the retailer“, explain it.

“Retail data is quickly becoming an important element in every marketer’s strategy and we are excited to partner with Glovo as it represents an incredible opportunity for brands to improve the effectiveness of their advertising spend by targeting consumers. In addition, we provide high-quality buyers' benefit to the end consumer through relevant advertising”, It says Natalia Papiol, General Director of The Trade Desk Spain.

As the industry adopts new methods of identifying user behavior trends on the open internet, audience data directly tied to a user and obtained through proprietary means and without third-party cookies is critical. He First-party data from Glovo is ready for the authenticated Internet, where media is marketed independently of third-party cookies.

“Collaborating with The Trade Desk complements our Glovo Ads offering by opening up new opportunities for brands to expand their reach to high-value audiences on the open internet, leveraging our data and guaranteeing measurable results.” This strategic agreement will provide brands with the tools they need to connect and interact with consumers and improve their return on advertising investments. “We look forward to the positive impact this collaboration will have for both brands and users, who will enjoy a better experience thanks to advertising tailored to them.” he emphasizes for his part Rodrigo Alier, Managing Director of Partners & Brands at Glovo.

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