THG Beauty Media has partnered with The Trade Desk to further improve retail media activation on the open internet ecosystem. The partnership introduces a new idea that extends beyond the closed marketplace and advertising platforms for retail media. In addition, the partnership enables brands to leverage THG Beauty Media’s rich first-party data. This access strengthens their digital engagement strategies. The partnership enhances advertiser engagement with high-quality inventory while ensuring transparency and measurable performance metrics for campaigns.
Utilizing First-Party Data and Programmatic Technology
THG Beauty Media will utilize its vast commerce insights through programmatic platforms driven by The Trade Desk technology. This will ensure that brands are able to target high-intent audiences on the open internet with improved precision and scalability. The partnership will allow brands to connect retail data to omnichannel digital advertising campaigns seamlessly. In addition, the partnership will comply with the latest privacy regulations while maximizing efficiency through advanced audience targeting technology.
Driving Innovation in Retail Media Networks
The partnership will ensure that the retail media industry becomes more open and transparent for beauty brands globally. The two companies are able to provide better performance outcomes through the combination of technology expertise and commerce insights. In addition, advertisers can now take advantage of real-time optimization solutions and improved measurement methodologies for enhanced accountability.
“We’re extremely proud of how our retail media offering is evolving as we enter the next phase of our partnership with The Trade Desk. Over the past year, we’ve welcomed several new partners and increased our investment in marketing services to strengthen and modernise our proposition. We’re excited about what the next 12 months will bring for THG Beauty Media as we continue to expand and innovate”, said Rachel Moss, Retail Media Director at THG PLC.
“As retail data continues to play a pivotal role in marketing strategies, our first partnership with UK beauty retail leader THG presents an incredible opportunity for advertisers to help improve the effectiveness of their ad spend,” said Tim Abraham, GM of Data Partnerships, The Trade Desk. “This partnership enables advertisers to access event-level data to build custom segments and measure performance without the need for a retailer clean room. This allows brands to leverage our proprietary AI to accurately reach the right customers based on real purchase behaviours and optimise media towards sales – creating a win-win for both marketers and consumers across the open internet.”
Enhancing Industry Leadership
Industry leaders pointed out that the alliance marks an important milestone in the retail media industry. They noted an increasing need for open internet solutions that go beyond the walled garden approach. By forming a partnership between THG Beauty Media and The Trade Desk, the industry leaders position themselves at the cutting edge of retail media innovation worldwide.
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News Source: Businesswire.com
