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Macy’s opens customers to off-site ad targeting

Macy’s is in an ad collaboration with The Trade Desk.

Macy’s Inc. is partnering with a demand-side advertising platform to increase the reach of its retail media network.

The department store retailer, which has been enabling advertisers to digitally target customers from its Macy’s and Bloomingdale’s brands via company-owned channels with its Macy’s Media Network in-house media publisher since 2020, is partnering with demand-side ad platform The Trade Desk.

This collaboration will enable advertisers to target customers from Macy’s and Bloomingdale’s via the Macy’s Media Network for off-site digital media plans. This marks the first time that Macy’s has coordinated an audience partnership with a demand-side platform.

Macy’s customers will be available on The Trade Desk for all advertisers, including brands whose products are sold at Macy’s and Bloomingdale’s. The Trade Desk offers ad inventory from publishers on digital media platforms including streaming TV.

Macy’s Media Network represents the first national apparel retailer in The Trade Desk’s retail audience offering. A number of other retailers in various verticals have partnered with The Trade Desk to help extend the reach of their in-house media networks in recent years. Examples include Sam’s Club, Dollar General, and Walmart.

“Macy’s Inc’s globally recognized brands – Macy's and Bloomingdale’s – have been built on a foundation of strong consumer relationships that create life-long loyalty,” said Melanie Zimmermann, VP of Macy’s Media Network. “By working with The Trade Desk, we are empowering advertisers to optimize their media campaigns with a highly desirable and engaged audience set. We are excited to partner with the world’s leading advertisers to make their media matter.”

“Macy’s, Inc. is among the world’s renowned retailers with iconic brands like Macy's and Bloomingdale’s. And giving all advertisers the opportunity to layer on shopper and purchase insights from these retailers will help inform their media buys,” said Ben Sylvan, GM of data partnerships, The Trade Desk. “This partnership enables brands to buy tailored ads across the open internet, including connected TV, and drive efficiency to make the most of their advertising investments.”

According to Macy’s Inc., its Macy’s Media Network offering can provide advertisers with exposure to 42.7 million active shoppers at Macy’s and 4.1 million at Bloomingdale’s. SimilarWeb data indicates that is the number one visited fashion and apparel site in the U.S. 

Headquartered in New York City, Macy’s, Inc. operates banners including Macy’s, Bloomingdale’s, and Bluemercury.

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