The Trade Desk link up with Circana for game-changing partnership

In the first partnership of its kind, marketing technology company (and demand-side platform), The Trade Desk, has teamed up with consumer behaviour advisor, Circana, to improve its platform.

The partnership will bolster The Trade Desk’s platform with an “authenticated audience targeting and multi-retailer measurement solution”. In other words, the partnership will grant The Trade Desk users access to Circana’s Media Lift.

With this solution, users will be able to assess on-site sales where ads are located, compared to similar areas without ads. Additionally, post-campaign reports will be bolstered with a sales uplift comparison analysis. The extra information will help marketers determine the real-world efficacy of their omnichannel digital campaigns across numerous retailers (such as pharmacies and major groceries), ultimately allowing them to better optimise their future campaign efforts.

James Bayes, The Trade Desk’s vice president ANZ, says the partnership will allow brands to improve upon their “holistic” marketing approaches.

“What sets this partnership apart is the ability for brands to measure the incremental impact of their omnichannel campaigns across multiple retailers, an approach growing in importance as brands embrace a holistic approach to shaping their marketing strategies,” Bayes said.

“This partnership underscores our commitment to diversifying our retail data offerings, and pushing the boundaries of what advertisers can achieve in the realm of data-driven advertising.”

According to Circana’s head of analytics, insights and media, APAC, Alistair Leathwood, the move to work with Circana was a golden opportunity to help clients take full advantage of their campaigns.

“There’s a growing demand from our clients to measure their omnichannel campaigns,” Leathwood said.

“This is why we chose to partner with The Trade Desk, the global leader in retail data solutions. This collaboration will empower our clients to fully harness the potential of their campaigns.”


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