Vienna, March 17, 2026 – Offer and market data specialist marktguru and happycart are setting a new standard in linking content and commerce (contextual commerce). As the first retailer in Austria, BILLA has collaborated on this technological alliance to automatically link its current promotional products with recipe ingredients on Austria's most popular recipe platform ichkoche.at . This collaboration bridges the gap between culinary inspiration and budget-conscious shopping – exactly at the moment when consumers are planning their purchases.
Inspiration meets savings: Retail media in a recipe context
Consumers today are increasingly looking for ways to cook high-quality meals while keeping an eye on their budget. As part of the cooperation between marktguru, happycart, and BILLA, editorial recipes on ichkoche.at have been equipped with contextual offer placement so that consumers can find savings opportunities exactly where they are most relevant: directly in the ingredient list.
There, an interactive green price tag makes current BILLA promotional products recognizable at a glance. The relevance of this moment is reflected in user interaction: on average, users spend about a minute on a recipe's ingredient list, where they check their pantry and prepare for their shopping trip. It is precisely during this phase that ingredient matching for flyer promotions supports budget-friendly shopping planning.
Strategic cooperation: Expertise meets reach
- BILLA underscores its pioneering role in digital retail and is using this channel as a strategic partner to offer budget-conscious shoppers direct added value in their daily shopping planning.
- marktguru processes the retailer's structured promotional data at a granular level, creating the information foundation for the automated matching of offers and recipe ingredients.
- happycart provides specialized user interface technology that is integrated into publisher sites (including ichkoche.at) to seamlessly embed the promotional data processed by marktguru into ingredient lists. The connected publisher network reaches approximately 10 million unique users per month in Austria and Germany and generates over 15 million recipe views.
“With intelligent ingredient matching, we are creating real added value exactly where purchasing decisions are made. We are combining culinary enjoyment, price advantages, and digital innovation—making it easier than ever for our customers to save money consciously while shopping,” says
Bernhard Döller, Media Expert, BILLA.
“We process promotional data for our own platform with such precision that exact matching with recipe ingredients is also possible on external platforms. Together with happycart, we have created a highly scalable solution for the retail sector—even beyond the Austrian market. With BILLA as a first mover, we have found the ideal partner to establish this new form of contextual marketing”, explains
Thomas Kern, Founder & Chief Commercial Officer, marktguru Austria.
A model for the future
The successful pilot phase in December 2025 confirms the potential: the automated linking of offers and content creates added value for both shoppers and retailers. For the first time, the partners have created an automated bridge between local, weekly changing flyer promotions from brick-and-mortar retail and editorial recipe platforms. The model is set to be scaled across further platforms and markets in the future.