Targeting on Zepto
Most platforms guess what you might buy from what you clicked. A retailer knows what you actually bought, how much you spent, how often you order, which phone you used and how you paid. That difference is the entire argument for this inventory.
13 published targeting options, 50+ more available
Grouped by what they tell you. The commercial signals at the top are the ones that do not exist on any social or search platform.
Commercial
| Average order value | Target only baskets above a chosen rupee threshold |
| Average monthly spend | High-value users by rolling 30-day spend |
| Category spend | Premium buyers within a category, not just heavy buyers |
| Key value products | Buyers of a specific product or competing SKU |
| Payment method | Card, UPI, wallet, pay-on-delivery |
Demographic
| Age | 18-24, 25-34, 35+ |
| Gender | Male, female, all |
| Lifestage | Parents, inferred from repeat baby and childcare category purchases |
Location
| Pin code | Down to the delivery pin code, not just the city |
Device
| Phone price | Stands in for income, which nobody declares to a grocery app |
| Device OS | iOS, Android |
| Appography | Which other apps sit on the phone |
Behavioural
| How recently and how often | Lapsed buyers, weekly buyers, first-order users |
Taken from the Zepto Media Playbook, which states that 50+ further options are available through Google Ad Manager, data partnerships and directly sold inventory. Those are not listed here because they are not published.
The same signals, activated off-platform
What people bought does not have to stay inside the app. It can be pushed into Google, Meta, OTT and the open web, so the audience you find here is the audience you retarget everywhere else.
Audiences you can build
- Buyers of a category or a brand
- Premium and high-value customers
- Location, device and how they pay
- How recently, how often, how engaged
Where you can activate them
The audience you find here becomes the audience you retarget everywhere else, so the in-app spend does work for the rest of the plan rather than sitting beside it.
Audience Pro, The Trade Desk, Saptharushi (DCR)
Three ways to buy the same audience
Which route you take changes the price, the lead time and how much control you have over placement.
Direct sold
Fixed placements booked against a date and a share of the placement. This is how the Timer Widget, Splash Screen and roadblocks are bought.
Programmatic via GAM
Masthead, vertical carousel and horizontal carousel are available through Google Ad Manager, so they can be planned alongside the rest of a programmatic buy.
Data monetisation
Buy the audience rather than the placement, and activate it across Google, Meta, OTT and the open web through the connected data partners.
What is on Google Ad Manager
Monthly volumes, from the Zepto brand deck.