Azerion and TechAds make online advertising instantly shoppable and directly measurable with Direct2Basket
Amsterdam, July 7, 2026 – TechAds, a specialist in online retail advertising technology, and Azerion, a leading European digital advertising company, today announced an exclusive strategic partnership. Through this collaboration, TechAds’ Direct2Basket solution will become exclusively available through Azerion Netherlands’ network and sales channels.
So, what does Direct2Basket do? Imagine a consumer sees an online advertisement for their favourite brand, such as Axe, Douwe Egberts or Coca-Cola. With a single click on the banner, they can instantly add the advertised product to the correct shopping basket of their most used online retailer like Albert Heijn, Jumbo or PLUS. No searching, no extra steps. The proposition speaks for itself: Direct2Basket.
With this partnership, both companies are responding to the rapid growth of retail media. The collaboration creates a direct connection between inspiration and conversion, enabling brands to translate advertising exposure into measurable purchases. TechAds contributes its innovative Direct2Basket technology, while Azerion Netherlands provides the scale, reach and advanced technology stack required to maximise impact.
Eduard Nandelall, CEO of TechAds:
“Direct2Basket enables brands to guide consumers directly from an advertisement to the correct online shopping basket. It removes friction from the shopping journey, allowing consumers to purchase effortlessly. Over the past few years, TechAds has established itself as a leader in the technology behind this proposition. Azerion provides the ideal platform to scale these smart solutions across the Dutch market. Together, we are giving FMCG brands a technological advantage that is difficult to match.”
Willem-Albert Bol, Country Director of Azerion Netherlands:
“This partnership enables advertisers and media agencies to reach highly relevant audiences far more effectively. Brands increasingly want fewer steps between inspiration and purchase. With Direct2Basket, we make that journey simpler than ever before. Together with TechAds, we are adding an entirely new dimension to today’s retail media landscape.”
The exclusive partnership takes effect immediately. Over the coming months, both companies will focus on the commercial and technical integration, enabling advertisers to benefit from the combined strengths of both organisations.