Target: Roundel
Target launched its media company formerly known as Target Media Network in 2016, initially as a program for its vendor partners before opening it up to any and all national advertisers — even those whose products are not sold at Target stores.
Target renamed its media company Roundel in 2019, signaling plans to be a more aggressive player in the sector. Later that same year, Target partnered with a digital ad exchange, Index Exchange, to mark Roundel’s first major foray into programmatic advertising.
More Information
This is an excerpt from the Path to Purchase Institute's Retailer Profiles. Members get full access to these profiles. For more information on membership, click here.
Roundel taps in to purchase data from Target's 30 million weekly in-store shoppers — plus even more shoppers online. (The retailer's Target Circle loyalty program has also amassed more than 100 million members.) Through its retail media network, Target also boasts it can place a brand's ad in "positive, relevant environments" from its inventory of publishers to avoid association with "negative and inappropriate content." In other words, the ads run only where Target is willing to run its own advertising. These 150+ brand-safe platforms include Pinterest, NBC Universal, and Popsugar.
Roundel's capabilities and offerings include:
- Programmatic media
- Target product ads
- Search ads
- Display ads
- Social media
- TV analytics
- Connected TV by Roundel
Target has also built Roundel Media Studio, a self-service shop where brands, advertisers and agencies can plan, start and measure their retail media campaigns.
View More Retail Media Network Profiles