Trade Desk & Zepto partner to enable ad optimisation with sales data

Advertising technology firm The Trade Desk and quick commerce platform Zepto have announced a strategic partnership aimed at improving targeting precision on the open internet and providing measurable insights into digital ad campaign performance.

As part of the collaboration, marketers using The Trade Desk's media buying platform will gain access to shopping behaviour data from Zepto’s over 60 million monthly active users across more than 80 Indian cities. The integration allows brands to directly assess how their online advertisements influence actual sales on the Zepto platform.

In addition to enabling closed-loop measurement, the partnership expands audience reach. Marketers will be able to target Zepto users across broader digital platforms such as connected TV (CTV), OTT streaming, and audio services, beyond Zepto’s ecosystem.

“Retail data represents an incredible opportunity for brands looking to connect their marketing spend to sales. As marketers continue to seek ways to demonstrate the return on investment of their media spend, they increasingly value the data-driven precision of the open internet that enables them to effectively measure campaign performance,” said Tejinder Gill, Managing Director, India, The Trade Desk. “Together with Zepto, we’re enabling a more scalable, privacy-conscious, and outcomes-focused advertising approach for modern marketers.”

Zepto’s first-party data includes audience segments across categories such as grocery, baby care, electronics, and wellness.

“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,” said Devendra Meel, Chief Business Officer, Zepto. “By grounding media decisions in actual purchase behaviour, brands can better understand their audiences, optimise performance, and drive meaningful business outcomes. We’re proud to partner with The Trade Desk to build a more transparent and effective approach to advertising across on the open internet.”