Lidl owner Schwarz Group’s retail media unit, Schwarz Media has entered into a strategic partnership with advertising tech firm The Trade Desk to drive retail media growth across the retailer’s online platform.
As part of the agreement, the partners will use the Lidl online shop and Kaufland Marktplatz to reach greater numbers of consumers and increase the accuracy of digital advertising campaign measurement.
By leveraging the extensive reach of Schwarz Media across The Trade Desk’s platform, advertisers will now be able to more easily reach audiences audiences across channels on the open internet through deterministic targeting.
“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,” The Trade Desk executive vice-president and chief strategy officer, Samantha Jacobson said.
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“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.”
The extensive partnership will also enable Lidl advertisers to measure the influence of digital ads on direct sales and as a result, optimise campaigns in near real time.
Schwarz Media general manager, Robert Jozic 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.
“It is our ambition to implement this development in accordance with the detailed German data protection requirements and to align it with significantly higher standards than usual in the market. We are pleased to be working with The Trade Desk, who are pioneers in the industry.”
