Shoppers Can Now Add Groceries to Online Carts Straight from Banner Adverts
Amsterdam, Wednesday 8 July 2026
Azerion and TechAds’ new partnership enables shoppers to add items directly to Dutch supermarket baskets from banner adverts, bridging the gap between brand awareness and instant sales.
A Frictionless Leap in Retail Media
On Tuesday, 7 July 2026, Amsterdam-listed digital entertainment and media platform Azerion and Dutch retail advertising technology specialist TechAds announced an exclusive strategic partnership to deploy ‘Direct2Basket’ [1]. This innovative retail media technology allows consumers to add fast-moving consumer goods (FMCG) directly to their digital shopping baskets at major Dutch supermarkets—including Albert Heijn, Jumbo, and PLUS—directly from digital advertising banners [1]. Everyday household brands, such as Axe, Douwe Egberts, and Coca-Cola, are set to be integrated into this new ad format, transforming standard display advertising from a passive branding tool into an active, high-conversion sales channel [1].
Scaling the Technology and Eliminating Noise
A commercial and technical integration phase commenced on 7 July 2026 to ensure that advertisers can seamlessly access the combined benefits of both platforms [1]. TechAds, which specialises in programmatic advertising and digital return optimisation, provides the underlying technology to execute this proposition successfully [1]. According to Eduard Nandelall, the CEO of TechAds, the technology allows brands to guide consumers directly to the appropriate shopping basket without any ‘noise’ or distraction, giving FMCG brands a technological edge in a highly competitive market [1]. Partnering with Azerion provides TechAds with the massive scale required to integrate these smart solutions deeply into the Dutch market [1].
The Broader Landscape of Digitalisation
The acceleration of digital-first solutions like Direct2Basket highlights a broader trend of legacy industry digitalisation and software scalability across Europe [GPT]. While traditional sectors face mounting headwinds—such as the Dutch agricultural sector, where tightening nitrogen policy plans are complicating financing for farming businesses [2]—the digital economy continues to find new avenues for growth [GPT]. By leveraging software to optimise the connection between physical supply chains (supermarkets) and digital media, adtech firms are demonstrating how scalable SaaS models can drive efficiency even during periods of broader economic adjustment [GPT].