Mumbai, June 18 -- Every time you buy something on Zepto, you may be telling advertisers more than you think, and soon, that could shape the ads you see while streaming a show or listening to music.

India's fast-growing quick commerce player Zepto has partnered with global ad-tech firm The Trade Desk in what is the first such retail media data partnership in India, allowing brands to leverage shopping data for smarter, more targeted advertising-not just within Zepto's app, but across the wider digital ecosystem. That includes connected TV (CTV), music streaming platforms, websites and mobile apps, potentially extending Zepto's data footprint far beyond grocery delivery.

Under the partnership, Zepto will share anonymised insights on user...