Fashion e-commerce brand Zalora has partnered with ad tech platform The Trade Desk on a tool that will help brands on the Zalora website measure the impact of ads served through The Trade Desk.
Under the agreement, the two companies will help brands understand the impact that digital advertising has on engagement and purchases online, so providing clear attribution of spend to conversions, albeit through The Trade Desk and Zalora’s platforms only.
The agreement is not the first of its kind for The Trade Desk, which announced a similar partnership with GoJek in January, which aims to track the impact of online ads to offline purchases made through GoJek’s platform.
“Zalora has been at the forefront of e-commerce since they launched in 2012,” stated Mitch Waters, senior vice president, South East Asia Australia and New Zealand, The Trade Desk. “Given our shared focus on measurement, Zalora is the perfect platform to demonstrate the integration of e-commerce and data-driven advertising through conversions and sales value.”
Likewise, Zalora has made no secret of its ambitions to be ‘data first, then fashion’, having invested into data propositions and services for the thousands of brands that use its website to sell online.
Jo Bjordal, chief marketing officer, Zalora Group, said: “Zalora’s partnership with The Trade Desk opens a lot of possibilities for us and our brand partners. This will enable us to empower brands with data to optimize campaigns and reach more relevant customers. This also translates to Zalora shoppers getting an improved product discovery experience as they go through the catalogue. Data is the most important resource and tool for e-commerce and advertising, and we are delighted to have this demand-side platform partnership with The Trade Desk.”
The service is available to any brands that use The Trade Desk’s platform, which will also allow ad buyers to optimise their strategies based on the data delivered through the partnership.