Introduction to Target’s Roundel: A Guide for Suppliers and Marketers

May 16, 2024

Roundel, Target’s demand-side platform (DSP), is a cornerstone of modern retail advertising, seamlessly connecting brands with the highly valuable Target shopper demographic. Introduced to bolster Target’s digital offerings and advertising efficiency, Roundel utilizes the retailer’s deep data insights and advanced technology to deliver personalized ad experiences across multiple channels, both online and in-store. As a pivotal player in the retail media landscape, Roundel showcases how leveraging proprietary data can transform deep consumer insights into powerful, precisely targeted marketing strategies, significantly enhancing brand visibility and driving higher engagement and conversion rates.

Understanding the Value of Roundel

Strategic Value of Advertising with Roundel

Advertising with Roundel provides significant strategic advantages due to its use of Target’s detailed, comprehensive first-party data, which captures shopping patterns, consumer behavior, and preferences from Target’s extensive digital and physical networks. This data allows brands to reach their ideal consumers with remarkable accuracy, creating precisely targeted audience segments that enhance campaign relevance and personalization—key factors in winning consumer hearts and driving purchasing decisions. For example, a beauty brand can specifically target consumers who frequently purchase skincare products, while a sports apparel brand can focus on those who buy activewear and fitness equipment, ensuring that each ad not only reaches but also engages the intended audience effectively.

Comparison with Other Retail Media Networks

When compared to other retail media networks like Amazon or Walmart, Roundel presents a unique proposition. Unlike Amazon, which heavily emphasizes broad reach and efficiency, Roundel offers a more curated approach, ideal for brands aiming to connect deeply with a well-defined, affluent demographic. Walmart’s platform tends to attract a very broad range of consumers, focusing on value-oriented advertising due to its customer base, which spans more diverse economic segments.

In contrast, Roundel’s advertising is crafted with a keen understanding of the Target guest – typically middle to upper-middle-class consumers who value both quality and style. This allows for more sophisticated and lifestyle-oriented marketing strategies that can elevate a brand’s presence in the eyes of consumers who are willing to pay a premium for perceived value.

Key Features of Roundel

Utilization of First-Party Data
Target’s extensive first-party data, encompassing online interactions and in-store transactions, is harnessed by Roundel to understand individual shopping habits, preferences, and behaviors. This allows for the creation of highly personalized and targeted advertising campaigns.

Integrated Multi-Channel Approach
Advertisements are seamlessly integrated across multiple channels by Roundel, including digital platforms like and the Target app, along with in-store signage and multimedia ads. This approach ensures consistent and pervasive marketing messages across various consumer touchpoints.

Closed-Loop Ad Measurement and ROI Tracking
A closed-loop reporting system is employed by Roundel to track the effectiveness of advertising campaigns from initial exposure to final purchase. This system provides detailed insights into not only impressions and clicks but also the actual sales generated by specific ads, facilitating the optimization of advertising spend and strategies.

Types of Ad Placements Offered by Roundel

Programmatic Ads

  • Description and Benefits: Utilizes machine learning and real-time bidding to efficiently place ads across Target’s digital assets and other sites frequented by Target audiences, optimizing reach and relevance.
  • Targeting: Employs Target’s first-party data to segment audiences based on behaviors and preferences, enhancing message customization and conversion likelihood.

Target Product Ads

  • Features: Allows brands to feature products directly on and the Target app, with advertisers paying per click.
  • Differences: Integrated within the Target shopping environment, providing a direct link to purchase, which can shorten the buyer’s journey.
  • Setup and Optimization: Involves selecting products, setting budgets, defining goals, and utilizing Roundel’s real-time tools for campaign optimization.

Search Ads

  • Overview: Targets shoppers actively searching for products on, with options for both time-sensitive and continual ad strategies.

Social Ads

  • Integration: Expands campaign reach across social platforms like Facebook, Instagram, Snapchat, and Pinterest with customized content.
  • Influencers by Roundel: Connects brands with influencers in Target’s network for authentic and extensive reach, managed end-to-end by Roundel.

Display Ads

  • Types: Offers either premium placements in high-visibility areas or standard placements for wider reach.
  • Targeting: Uses first-party data to target specific demographics, interests, and behaviors, ensuring ads are shown to relevant audiences.

By leveraging these ad types, brands can effectively navigate Roundel’s diverse offerings to enhance their advertising impact, aligning with business objectives and target customer profiles.

Best Practices for Advertising with Roundel

Strategic Insights on Maximizing Ad Performance

  • Test and Learn: Continuously test different elements of your ads, including creative formats, messaging, and targeting criteria. Use A/B testing to determine what works best and refine based on data.
  • Focus on High-Value Customers: Utilize Roundel’s segmentation tools to identify and target high-value customers who are more likely to convert or have a higher lifetime value.
  • Optimize for Multi-Channel Engagement: Ensure your ads are coordinated across all channels for a consistent and cohesive message that enhances user experience and conversion rates.

How to Use Roundel’s Analytics and Reporting Tools Effectively

  • Regularly Monitor Performance: Make it a habit to check your campaign performance regularly against your key performance indicators (KPIs).
  • Leverage Detailed Reports: Dive deep into the analytics provided by Roundel to understand audience behavior, ad engagement, and conversion patterns.
  • Act on Insights: Use the insights from reporting tools to make informed decisions on campaign adjustments. This could be budget reallocation, ad refreshes, or audience retargeting.

Future of Advertising with Roundel

Upcoming Features or Tools

Roundel is continuously evolving, with plans to introduce more advanced targeting tools, enhanced integration capabilities with emerging digital platforms, and improved analytics features. These developments aim to keep advertisers ahead of the curve in a dynamic retail environment.

The Impact of Evolving Digital Marketing Landscapes

  • End of Third-Party Cookies: Roundel is well-positioned for the cookieless future, thanks to its robust first-party data ecosystem. This transition places Roundel at a competitive advantage, as advertisers seek alternatives to third-party data.
  • Increasing Importance of Privacy and Data Security: As consumer sensitivity towards privacy grows, Roundel’s commitment to secure, transparent data usage becomes a significant draw for ethical advertising.
  • Technological Innovations: Stay attuned to how Roundel integrates new technologies such as AI and machine learning to refine targeting and measurement, offering marketers unprecedented capabilities to predict consumer behavior and personalize ads.

By keeping these strategies and future trends in mind, marketers can effectively leverage Roundel to not only meet their current advertising needs but also position themselves favorably for future developments in digital advertising.



In today’s dynamic retail environment, leveraging a sophisticated advertising platform like Roundel offers brands a significant advantage. Through its integration of first-party data, a comprehensive multi-channel approach, and innovative ad placements, Roundel enables advertisers to reach their target audiences with precision and creativity. The strategic use of Roundel not only enhances visibility and engagement but also drives substantial business outcomes by connecting deeply with Target’s unique consumer base.

Are you ready to elevate your brand’s presence and effectiveness in the retail space? Contact Legacy Retail today to learn more about how we can help you maximize your advertising impact with Target’s Roundel.


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