The Trade Desk has partnered with Circana, an advisor on consumer behaviour (previously known as IRI and The NPD Group), to bring and bolster authenticated audience targeting and multi-retailer measurement solutions to the advertising technology platform.
The partnership is the first time the demand-side platform has collaborated directly with Circana in Australia.
Brands and media agencies using The Trade Desk can expect to benefit from store-level data analysis across Australian retailers, including major groceries and pharmacies, as well as prominent petrol and convenience stores.
The partnership allows marketers to conduct an analysis that compares in-store sales of store locations where ads are deployed to similar store locations where they are not, as well as receive a sales uplift comparison analysis as part of their post-campaign reporting.
Advertisers will be able to measure how their omnichannel digital campaigns are driving real-world sales across multiple retailers while providing deep insights into campaign effectiveness for future campaign optimisation.
James Bayes, vice president ANZ at The Trade Desk, said: “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.
“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.”
Alistair Leathwood, head of analytics, Insights and Media, APAC, at Circana, said: “There’s a growing demand from our clients to measure their omnichannel campaigns. 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.”
In addition to multi-retailer measurement solutions, the partnership enables advertisers to target audience at scale based on modelled propensity to purchase data from Circana’s extensive consumer panel.