The retail media unit of Schwarz Group, the owner of the Lidl and Kaufland chains, and advertising technology firm The Trade Desk have entered a strategic partnership.
The tie-up will use Lidl’s online shop and Kaufland Marktplatz to reach consumers and measure the success of digital advertising campaigns on the Internet. With Schwarz Media on The Trade Desk platform, it is claimed that advertisers will be able better reach their audiences across channels on the internet, leveraging “deterministic targeting”.
According to forecasts by IAB Europe, retail media is one of the fastest-growing sectors within the digital advertising industry, with a revenue potential of €25bn by 2026. Through the partnership between Schwarz Media and The Trade Desk, advertisers will be able to measure the influence of digital ads on direct sales and then optimise campaigns in near real-time.
“Retail media presents an opportunity for marketers to embrace data-driven advertising on the open internet, with the goal of providing them with better targeting and performance measurement,” said Samantha Jacobson, chief strategy officer, EVP at The Trade Desk.
“Through our new partnership with Schwarz Media, advertisers can now activate this rich retail data that will enable their campaigns to reach the right audience, while providing measurement to demonstrate the impact of their marketing activities.”
Robert Jozic, General Manager at Schwarz Media, added: “Retail media takes marketing on the open internet to a new level, offering consumers real added value through the display of significantly more relevant advertising. We are pleased to be working with The Trade Desk, who are pioneers in the industry.”
In the UK, the likes of Tesco, Sainsbury’s and Morrisons have set up dedicated Retail Media services to support supplier brands in delivering better-performing marketing campaigns across their various sales channels.
NAM Implications:
- Aldi cannot ignore this initiative
- Watch for the introduction of loyalty cards to gather first-party data.
- Then…
