After years spent decoding how people interact with brands - from the first click to lifelong loyalty - I’ve learned one thing: behavior beats intent. And Zepto’s new partnership with global ad-tech giant The Trade Desk is a bold step in using that behavior smartly than ever.
Now here’s what’s really happening: Zepto will share anonymized, opt-in data about what users are buying - groceries, baby products, gadgets, whatever - with The Trade Desk.
And using that, brands can show you ads, not just on the Zepto app, but across OTT, music apps, websites, and even your smart TV.
So your cart isn't just a checkout summary; it's an ad signal.
Imagine watching a shampoo ad on Amazon Prime Video, and a few minutes later, buying it on Zepto. It’s not just smart targeting. It’s closing the loop - from seeing an ad to making the purchase - and being able to track that journey with real precision.
But here’s where it gets even more interesting: It’s not just about FMCG anymore. If I’m buying baby food, a car brand might guess I’m entering a new life stage. If I’m ordering protein bars, maybe a fitness insurance product makes sense. This is retail media evolving from static placements to smart predictions.
For Zepto, it’s more than targeting; it’s business transformation.
With 60M+ users across 80+ cities, they’re sitting on a treasure trove of first-party data, something most brands dream of. This partnership opens a high-margin revenue stream that runs parallel to deliveries.
In India, where digital will soon command over 60% of the ₹1.64T ad market, retail media is booming and growing at 40% CAGR and projected to take 13.2% of total ad spend by 2025.
As third-party cookies disappear and privacy rules tighten under DPDP, first-party data like Zepto’s becomes even more valuable.
The opportunity is massive. But so is the responsibility. It’ll be interesting to see how brands balance consent, performance, and relevance.
But one thing’s clear: The ads we’ll see tomorrow may not come from a cookie… they’ll come from our next-day delivery basket.
Do you see this as empowering for marketers or a privacy red flag for users?
marketing advertising GrowthHacking Retail Zepto Prime Video & Amazon MGM Studios
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