New Delhi: In a landmark collaboration that promises to redefine retail media in India, global advertising technology firm The Trade Desk has joined hands with India’s fastest-growing quick commerce platform, Zepto, to launch a cutting-edge approach to retail advertising on the open internet. The partnership will empower brands to leverage Zepto’s rich first-party data for enhanced targeting precision and real-time campaign measurement.
The partnership unlocks insights from over 60 million monthly active Zepto users across more than 80 Indian cities, giving marketers access to valuable online shopping behavior. Using The Trade Desk’s media buying platform, advertisers can now directly measure how their campaigns influence purchases on Zepto, enabling closed-loop measurement and real-time optimisation for improved campaign performance.
Crucially, this integration extends ad reach beyond Zepto’s ecosystem. Brands can now connect with Zepto’s high-intent audiences across the open internet — including Connected TV (CTV), OTT platforms, music streaming services, and other digital environments. This represents a significant leap from traditional ‘on-site’ retail media strategies, which are typically confined to walled gardens.
Tejinder Gill, Managing Director, India, The Trade Desk, said, “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. Together with Zepto, we’re enabling a more scalable, privacy-conscious, and outcomes-focused advertising approach for modern marketers.”
In an increasingly ROI-driven marketing environment, Zepto’s first-party data offers high-intent audience segments across key categories such as grocery, health and wellness, baby care, household, electronics, and value bundles — enabling more contextual and relevant targeting.
Devendra Meel, Chief Business Officer, Zepto, added, “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. By grounding media decisions in actual purchase behavior, brands can better understand their audiences, optimize 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.”
As brands increasingly demand transparency, privacy, and performance, this partnership between The Trade Desk and Zepto signals a future-forward model of advertising — where precision meets scale, and insight drives impact.
