Global advertising technology leader, The Trade Desk has partnered with leading advisor on consumer behaviour, Circana, to bring authenticated audience targeting and multi-retailer measurement solution to The Trade Desk’s platform. The partnership marks the first time that a demand-side platform has collaborated directly with Circana in Australia.

Brands and media agencies using The Trade Desk can now benefit from store-level data analysis across Australia’s largest retailers, including major groceries and pharmacies, as well as prominent petrol and convenience stores.

As part of this partnership, marketers can 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. This enables advertisers to easily 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.

The Trade Desk vice president for Australia and New Zealand, James Bayes 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.”

Circana head of analytics, insights and media for Asia Pacific, Alistair Leathwood added, “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.”