Yahoo and Roundel partner to unlock the power of Target sales data to drive ROAS

This past holiday season was one for the history books. Even with shipping delays and supply chain issues, we saw holiday retail sales jump 8.5% compared with the year-earlier period.¹ Despite this positive momentum, customer loyalty decreased as many shoppers switched brands when they couldn't find their favorites on the shelves.² With a new year just starting, this presents a unique opportunity for CPGs to try fresh strategies to build loyalty with new and existing customers. And there's no better indicator of customer loyalty than customers buying your products. While rich, insightful sales data has historically been challenging for CPG advertisers to come by, this is changing. The emergence of retail media networks provides advertisers new ways to get closer to the customer and the point of purchase through unique and exclusive access to retailer data and supply.

Leveraging data to drive customer loyalty is something both Yahoo and Roundel, Target’s media company, understand well. We've partnered to make it easier for CPG advertisers to understand the sale of their products at Target, which helps them enhance targeting and measurement to build meaningful connections with shoppers.

What sets Target apart is its passionate customer base that loves shopping at Target both online and in store. This affinity for Target has generated deep loyalty from their guests, and through Roundel, advertisers can better connect with the 30M+ weekly in-store Target guests and even more online. That data can then be layered on to the 148M deterministic, logged-in users that are linked to our persistent identifier, Yahoo ConnectID. This enables Yahoo DSP customers to activate Roundel's addressable Private Marketplace (PMP) deals for the personalized reach of engaged shoppers that drive better business outcomes and sales.

A primary advantage of this partnership is that advertisers, for the first time, can leverage Target's online and offline sales data for near real-time measurement, analysis and optimization – and can do so without needing to connect directly with Roundel first. Yes, the pandemic accelerated e-commerce, but 87% of retail sales still happen in the store, this is why being omnichannel is more critical than ever for advertisers.³

The Yahoo-Roundel partnership gives Yahoo DSP customers a unique and centralized way to manage and measure their omnichannel campaigns effectively and efficiently. With this end-to-end solution, advertisers can capitalize on this pivotal moment in commerce and work to build and retain loyalty in this ever-changing retail environment.

To learn how we can help your brand drive ROAS, let's connect today.

¹ Mastercard, 26 Dec. 2021. “Mastercard SpendingPulse: U.S. Retail Sales Grew 8.5%* This Holiday Season,” Mastercard.com.

² Goetzen, Nina, 20 Sept. 2021. "CPG brand loyalty is suffering under supply chain woes," eMarketer.com.

³ U.S. Department of Commerce, 18 Nov. 2021. “Quarterly retail e-commerce sales, 3rd quarter 2021,” Census.gov.