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The Warehouse Group and The Trade Desk partner to power retail media
The Warehouse Group has partnered with global advertising technology platform The Trade Desk.
The partnership will enable advertisers to enhance their digital campaigns by using The Warehouse Group’s first-party retail data – such as consumer behaviour insights and purchase information – to effectively reach shoppers across the open internet.
With a network of more than 217 retail and 3 online platforms, The Warehouse Group reaches over 85% of the country’s population. Through this partnership, brands can connect with around 4.5 million engaged customers.
The pioneer in digital advertising
“Retail data takes marketing on the open internet to a whole new level,” says Blaine Hudson, Market Media’s head of product and data.
“We’re truly excited to be pioneering this new approach in digital advertising with The Trade Desk. 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 to reach customers across off-site channels, maximising real world business outcomes. These touchpoints include OTT, CTV, digital audio and music streaming, DOOH and display advertising.
An extra layer of surety
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.
“Bringing closed-loop measurement for all of our offsite partners is a major goal for us,” says Hudson.
“It will allow us to track the effectiveness of off-site 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.”
The Trade Desk’s ANZ vice president James Bayes says: “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.
“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.”
