Zalora and The Trade Desk strike attribution tie-up

Zalora has struck an attribution partnership with The Trade Desk that will allow eligible brands to optimise their campaigns while they are in progress, based on signals such as when a consumer views or clicks on an ad.

The attribution integration will allow participating brands selling on Zalora the opportunity to understand users’ paths to purchase on Zalora and attribute their online sales to ads that run through The Trade Desk.

Under the partnership, Zalora will log attribution for any consumer who views or clicks on an ad before purchasing the brand, allowing eligible brands to optimise their campaigns on the fly. 

Participating brands will be able to access this measurement solution through their The Trade Desk account.

Zalora Group CMO Jo Bjordal said the partnership "opens a lot of possibilities for us and our brand partners".

"This will enable us to empower brands with data to optimise campaigns and reach more relevant customers," he said. "This also translates to Zalora shoppers getting an improved product discovery experience as they go through the catalog. Data is the most important resource and tool for eCommerce and advertising, and we are delighted to have this demand-side platform partnership with The Trade Desk."

The Trade Desk SVP of Southeast Asia, Australia and New Zealand, Mitch Waters, added that Zalora is "the perfect platform to demonstrate the integration of ecommerce and data-driven advertising through conversions and sales value".