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Asda adopts Amazon ad tech as retail media expands across streaming and onsite formats
A preview edition covering Asda's Amazon ad-tech rollout, a streaming optimisation product, and Lidl's expanded onsite formats.
This preview edition covers three announcements involving retail advertising services, streaming optimisation, and onsite ad formats.
The complete edition
3 stories, clearly separated
News Story 1 of 3
Asda to use Amazon Retail Ad Service outside the US
What happened
Asda will introduce Amazon Retail Ad Service across its online grocery and George platforms.
Confirmed details
The rollout is scheduled to begin in phases from the fourth quarter of 2026. Amazon Ads said Asda will be the first retailer outside the US to use the service.
News Story 2 of 3
Amazon Ads and FreeWheel introduce Outcome Optimizer
What happened
Amazon Ads and FreeWheel introduced Outcome Optimizer for streaming TV publishers.
Confirmed details
Amazon Ads said the product combines publisher content with Amazon signals through AWS Clean Rooms and uses predictive models to optimise guaranteed deals toward advertiser outcomes.
News Story 3 of 3
Criteo and Lidl expand onsite retail media formats
What happened
Criteo and Lidl expanded their partnership to add more onsite retail media formats.
Confirmed details
Criteo said the expansion includes sponsored product and display placements across Lidl's digital properties.