The Trade Desk share an advertiser study discussing the growing opportunity and use of retail data, retail media on-site and retail media networks
Retailers sit on a treasure trove of audience data, and thanks to digital innovations transforming the world of retail marketing, brands are gaining access to this. The world's largest advertisers are now using past shopper data to inform their media planning and ultimately measure the success of their campaigns.
This research explores how advertisers can use Demand Side Platforms like The Trade Desk to:
- Reach their next customer with greater accuracy
- Use Retail Data for off-site ads, complementing their existing media buys
- Run omnichannel media campaigns and personalise the customer's buying journey
- Use retail data as a tool to optimise better performance
Our 150 participants, were responsible for media planning, strategy, and buying; national/brand marketing; e-commerce marketing; SEO; and/or shopper marketing. All respondents held managerial positions or above and had either a significant or exclusive role in deciding where the advertising budget was spent.
The fieldwork was conducted by The Trade Desk in partnership with Material+ between April 17 and May 2, 2023.
Posted on: Monday 19 February 2024
