Target Roundel: A Platform Primer for marketers

This Platform Primer, looking at Target, is part of the WARC Retail Media Platform Primer series which has been created to help senior marketers navigate the fast-growing world of Retail Media.
  • Roundel is Target’s in-house media company, which acts as both a media agency as well as the route to target on Target’s digital media properties.
  • Roundel Featured Products are 90% of Retail Media.
  • Advertising on Target is also still fairly new, meaning there are many early mover advantages; and Target itself has made recent senior hires, introduced new offerings like programmatic advertising and self-service performance tools, showing the scale of the company’s ambition.
  • Target’s online sales in 2021 were $20bn vs. Walmart’s online sales of almost $47bn; this relative scale means there’s a ceiling on the attractiveness of the Roundel...

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