Target is building out a data-driven advertising business after rebranding its in-house media unit:
its advertising business, after rebranding its in-house media unit as Roundel , per Digiday. Target launched Target Media Network in 2016, and presented at the NewFronts for the first time this year.Retailers with e-commerce businesses, like Target — or e-tailers, like Amazon — are increasingly building out data-driven media businesses based on their first-party consumer shopping data.
To make better use of its valuable data, Target's Roundel will expand opportunities for advertisers by growing its network of brands and ad agencies, and adding offerings beyond its site and stores: Brands will be able to buy ads across vetted partner channels. In addition to enabling on-site and in-store advertising, brands will also be able to buy across 150"brand-safe" partner channels, including a curated list of publisher sites as well as other digital channels spanning web, mobile, or social. For example, partner channels include Pinterest, NBCUniversal, and PopSugar.
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