A new partnership between $TTD (-2,21%) The Trade Desk and The Warehouse Group enables advertisers to support their digital campaigns with first-party retail data.
The announcement:
New Zealand's largest retailer The Warehouse Group and global advertising technology leader The Trade Desk (Nasdaq: TTD) today announced an exclusive, industry-first partnership. This will enable advertisers to enrich their digital advertising campaigns with first-party retail data. The partnership leverages Warehouse Group's consumer behavior insights and product purchase data to more effectively reach shoppers on the open web.
The Warehouse Group is the first retailer in New Zealand to offer this audience targeting solution through The Trade Desk. With a network of over 217 retail stores and three online platforms, Warehouse Group reaches over 85% of the New Zealand population. Through the partnership, brands reach an engaged customer base of over 4.5 million.
"Retail data takes marketing on the open internet to a whole new level. We are delighted to be working with The Trade Desk to develop this new approach to digital advertising," said Blaine Hudson, Head of Product and Data, Market Media [The Warehouse Group]. "Marketers and agencies can now leverage the power of our retail data to reach more potential customers through The Trade Desk's platform."
This partnership will enable marketers to go beyond The Warehouse Group's platforms and target customers in the fastest growing areas of the open internet, including over-the-top (OTT), connected TV (CTV), digital audio and music streaming, digital out-of-home (DOOH) and display channels. By leveraging this rich first-party data, brands can develop personalized omnichannel strategies that engage at every touchpoint to maximize business results.
In addition, marketers from established brands will soon be able to understand how their open web advertising campaigns are driving sales for the Warehouse Group. The development of this closed-loop measurement capability marks the next phase of this partnership.
Hudson continues:
"A key goal for us at Market Media is to introduce closed loop measurement for all of our external partners. This will allow us to track the effectiveness of external advertising for our clients via The Trade Desk and give them additional assurance that their marketing spend is being put to the best possible use."
"Our partnership with Warehouse Group marks a significant advancement in digital advertising as more retailers begin to tap into their rich data beyond their local retail media solutions," said James Bayes, Vice President for Australia and New Zealand at The Trade Desk. "The Warehouse Group provides valuable data on life stages and verified purchases. This enables brands to use this rich retail data to reach their most valuable audiences and make smarter media buys on the open web."
As the industry increasingly moves to a consent-based, opt-in digital environment, brands are increasingly turning to new sources of audience data to deliver relevant advertising and future-proof their online advertising strategies. The partnership serves as a privacy-conscious solution, leveraging Warehouse Group's data to help marketers realize the value of data-driven marketing on the open Internet.
Source: The Warehouse Group