Target
Target’s Retail Media Network Partners with LiveRamp to Drive Collaboration and Innovation
Roundel is delivering on media experiences with greater relevancy and stronger performance through data collaboration.
Highlights
First-party data from 165M+ Target guests
150+ premium publishing partners
Cookieless solution
Client
Company Size
400,000+ employees
Industry
Solution
Use Cases
clean room, conversion API (CAPI), innovation, measurement, media optimization, overcoming signal loss, RampID, retail media network
Highlights
First-party data from 165M+ Target guests
150+ premium publishing partners
Cookieless solution
Background
Beloved retailer Target launched Roundel, its retail media network, to deliver new ways to serve customers and propel its business with innovation. Roundel offers brands the ability to connect with more than 165 million Target guests across a wide range of onsite and offsite channels. Using Target’s deep data insights, brands can develop personalized advertising campaigns that give guests more of the products and offers they love. Target and Roundel’s shared tenet is, “when guests win, we all win,” and Roundel helps customers save time and money while driving growth for Target and its brand partners.
Roundel prides itself on being “big enough to build, but smart enough to partner.” As VP of Product Guthrie Collin explains, “I think that’s a really important tenet… because it allows you the freedom to ask, is this something that we should be building – can we build best of breed? Or should we partner with best of breed?” The challenge is figuring out when external technology is the right answer.
One of the tenets we have is that we’re big enough to build, but smart enough to partner. A great example is our partnership on RampID, which we feel is best of breed.
The Partnership
Roundel identified RampID – the most durable, privacy-centric identifier for connecting the digital and martech ecosystem – as a “best of breed” technology and partnered with LiveRamp to adopt it. RampID allows Roundel to activate its abundant first-party data throughout the digital ecosystem and power high-value data collaborations, while ensuring accurate measurement and incomparable audience reach.
Roundel also partners with LiveRamp on its conversion APIs (CAPI), integrations with key advertising platforms that enable brand partners to attribute transactions and events, including Target in-store and online transactions and traffic to specific campaigns. Roundel’s offsite solutions backed by CAPI drive success for advertisers with advanced optimization algorithms that help them reach the audiences that matter most and optimize campaigns in flight for greater performance. This is done all without dependence on third-party cookies and other identifiers that are quickly becoming obsolete.
We are really well positioned for cookie deprecation. Thanks to our partnership with LiveRamp and RampID, we feel great as a media buyer, we feel great as a media seller.
Looking Ahead
Collin says, “When you bring great minds together from both sides and you try to solve a problem together, like ‘How do we get guests what they want?’ – you have a great result. We think collaboration is really important because it brings in the crowd wisdom of multiple minds, multiple viewpoints.”
As Roundel collaborates with partners to figure out what guests want and create new experiences, they deepen engagement and loyalty, which then translates into enhanced performance and greater outcomes for Roundel and their brand partners – when guests win, they all win.
There’s a bigger opportunity for us as an industry to look at how we use shared data with shared teams to invent new categories and new experiences.
What’s next?
If you’re ready to join the world’s most innovative companies and explore what data collaboration can do for you and your partners, LiveRamp is ready to help!