Azerion and TechAds start collaboration.
Amsterdam, July 7, 2026 - TechAds, a specialist in online retail advertising, and Azerion, a leading European digital advertising company, today announce an exclusive strategic partnership. Through this collaboration, TechAds' Direct2Basket product will be exclusively accessible next year via Azerion Netherlands' network and sales channels.
What does the product entail? A consumer sees an advertisement from their favorite brand, for example: Axe, Douwe Egberts, or Coca Cola. From the banner, they add the product directly to the shopping cart of Albert Heijn, Jumbo, or PLUS with one click. No search, no extra steps. The name of this proposition says it simply: directly into the basket, or Direct2Basket.
With this partnership, both companies are capitalizing on the rapid rise of retail media. The collaboration creates a direct bridge between inspiration and conversion: brands can directly translate their marketing efforts into a concrete purchase. TechAds contributes its innovative ‘Direct2Basket’ proposition, while Azerion NL, with its extensive network and advanced tech stack, ensures the necessary scale and impact.
Eduard Nandelall, CEO TechAds: “Direct2Basket offers brands the opportunity to guide consumers directly from an advertisement to their shopping cart. Consumers can shop without any friction. While TechAds has strongly positioned itself in recent years with the technology to successfully run this proposition, Azerion offers us the ideal platform to integrate these smart solutions on a larger scale into the Dutch market.”
Willem-Albert Bol, Country Director Azerion Netherlands: “The collaboration enables advertisers and media agencies to reach specific target groups much more effectively. Advertisers increasingly want fewer steps between inspiration and purchase. With this proposition, we make that step easier than ever. With this approach, TechAds and we are adding a new dimension to the current retail media landscape.”
The exclusive partnership takes effect immediately. The coming period will focus on commercial and technical integration, so that advertisers can now optimally benefit from the combined advantages.
About TechAds TechAds is an innovative player in digital advertising technology. The company helps advertisers optimize their digital return through the use of smart technologies and programmatic advertising. For more information, visit https://www.techads.nl/.
About Azerion NL Azerion NL is part of Azerion, a leading European platform for digital advertising. Azerion offers safe, reliable, and high-quality environments for consumers, advertisers, and digital publishers through a wide range of content and advertising solutions. For more information, visit www.azerion.com.