Food and grocery delivery network foodpanda and advertising technology provider The Trade Desk (TTD) have joined together to offer retail media solutions.

The solutions are powered by TTD’s programmatic advertising platform and foodpanda’s first-party retail data. All data is pseudonymised, ensuring that customer identities remain anonymous.

This enables brands to engage with foodpanda customers on the open internet via TTD's platform across channels such as music streaming, mobile apps, gaming, and websites, expanding their reach beyond foodpanda’s integrated advertising solution, panda ads.

Additionally, it allows brands to measure the impact of their ad campaigns on conversions to optimise their ads in real-time, helping them make informed decisions that could help boost performance objectives.

The collaboration will span seven markets, namely Hong Kong, Malaysia, Pakistan, Philippines, Singapore, Taiwan, and Thailand.

The partnership has already seen success with Unilever’s brand Knorr in the Taiwan market. In 2023, Knorr leveraged TTD’s platform and used foodpanda’s retail data to target foodpanda subscribers. This reportedly led to a 229% uptick in add-to-cart rates and an 81% increase in conversions, with 87% of the buyers being new customers.

TTD general manager of data partnerships APAC Chris Mooney commented: “Retail data is reshaping the landscape of marketing, and our partnership represents the opportunity brands have to improve the effectiveness of their advertising spend through the adoption of data-driven strategies on the open internet.”

A recent report found that retail media solutions should be a major focus for grocers in 2024 to maintain customer loyalty and improve profitability.