Circana Partners with The Trade Desk

Consumer data giant Circana has announced an agreement to give clients of marketing tech company The Trade Desk access to its Media Lift solution, providing authenticated audience targeting and multi-retailer measurement.

Media Lift enables users to measure on-site sales where ads are located and compare them with areas with no ads, promising marketers the ability to determine the impact of their omnichannel digital campaigns across retailers - including pharmacies and major grocery stores - and optimise future campaigns.

Quoted on news site www.mumbrella.com.au , Trade Desk VO ANZ James Bayes comments: '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'. Circana's Head of Analytics, Insights and Media for APAC, Alistair Leathwood (pictured), says the move comes with growing demand from clients to measure their omnichannel campaigns, adding: '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'.

Early in 2022, The Trade Desk partnered with Nielsen in Europe to offer its consumer identity demographic data to expand Nielsen's identity system, Nielsen ID. The firm is online at www.thetradedesk.com . Circana was formed in March this year from recently merged consumer data and insights firms Information Resources Inc. (IRI) and The NPD Group, and is online at www.circana.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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