The Warehouse Group and The Trade Desk launch industry-first retail data partnership in New Zealand
A new partnership between The Trade Desk and The Warehouse Group enables advertisers to power 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 that will enable advertisers to enrich their digital advertising campaigns with the power of first-party retail data. The partnership will leverage The Warehouse Group’s consumer behaviour insights and product purchase data to reach shoppers more effectively on the open internet.
The Warehouse Group is the first retailer in New Zealand to enable this audience targeting solution through The Trade Desk. With a network of more than 217 retail and 3 online platforms, The Warehouse Group reaches over 85 percent of the New Zealand population. The partnership allows brands to reach an engaged customer base of over 4.5 million.
“Retail data takes marketing on the open internet to a whole new level. We’re truly excited to be pioneering this new approach in digital advertising with The Trade Desk,” said Blaine Hudson, head of product and data, market media [The Warehouse Group]. “Marketers and agencies can now harness the power of our retail data to reach more potential consumers via The Trade Desk’s platform.”
With this partnership, marketers can go beyond The Warehouse Group’s owned platforms and connect with high intent customers in the fastest-growing parts 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 harnessing this rich first-party data, brands can craft personalised and omnichannel strategies that resonate at every touchpoint, maximising real world business outcomes.
Furthermore, marketers of endemic brands may soon gain the ability to track how their ad campaigns on the open internet are driving sales on The Warehouse Group. Developing this closed-loop measurement capability marks the next phase of this partnership.
Hudson continues:
“Bringing closed loop measurement for all of our offsite partners is a major goal for us at Market Media and will allow us to track the effectiveness of offsite advertising via The Trade Desk for our clients and give them an extra layer of surety that their marketing dollars are working as hard as they can.”“Our partnership with The Warehouse Group marks a significant advancement in digital advertising, as more retailers begin to unlock their rich data that goes beyond their on-site retail media solutions,” said James Bayes, vice president, Australia and New Zealand, The Trade Desk. “The Warehouse Group provides valuable life stage and verified purchase data, enabling brands to activate this rich retail data to reach their most valuable audiences and make smarter media buys across the open internet.”
As the industry shifts towards a consent-driven, opt-in digital environment, brands are increasingly relying on new sources of audience data to deliver relevant ads and future-proof their online advertising strategies. The partnership serves as a privacy-conscious solution, leveraging The Warehouse Group’s data to help marketers capture the value of data-driven marketing on the open internet.
Source: The Warehouse Group
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