Citrus provides online retailers such as Ocado with a sponsored product and banner ad platform, which it claims can take on the likes of Amazon and disrupt the $120bn online advertising industry.  The Citrus platform is designed to increase supplier product sales, monetise digital shelf space for retailers, while retaining a personalised customer experience.

The 18-month-old company already works with leading retailers around the world but Ocado is its first partnership in the UK office.

Citrus says it equips retailers with the technology to create a new revenue stream and monetise their digital real estate by allowing suppliers to compete in a live auction for prime product positioning and banner placements within the retailer website. At the same time, the self-service ad platform gives suppliers of any size and budget the new ability to promote products and measure their success in real time mirroring the capabilities that has seen Amazon’s ad sales soar.

Ocado, Head of Grocery Merchandising and Product, Alice Mannion said it had chosen Citrus because of the opportunities it presents for its smaller suppliers. “We aim to be the best place to launch new brands and are dedicated to helping our smaller suppliers grow. Citrus ticks all the boxes for us, it’s scalable, secure, easy to integrate and crucially delivers better optimised exposure for our smaller to medium sized brands”.

Citrus CEO Brad Moran added: “We are proud to have an industry leader such as Ocado as our first partner in the UK, which is arguably the most sophisticated e-commerce market in the world.

“We are committed to partner with Ocado and look forward to our technology contributing to their success and growth by helping to monetise its online presence and further improve the customer experience they provide.”

NAM Implications:
  • This is really about disruption of mainstream media channels…

  • …and needs serious consideration by suppliers…

  • Especially those needing direct access to the Ocado audience, one-to-one…

  • A no-brainer in any language….

Published by Kam City

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