Target streamlines digital ad placement

Dan Berthiaume
Senior Editor, Technology

Target is directly integrating its in-house digital ad network with the CitrusAd retail media platform.

Target launched its Roundel ad network in 2019 as a tool for CPG brands to create personalized digital ad campaigns aimed at Target customers.  Beginning in May 2021, Roundel will soon be accessible from the CitrusAd platform and CPG brands will have the ability to seamlessly launch and manage their Target product ad campaigns via CitrusAd’s self-serve platform.

Roundel advertisers will also have the option of utilizing the CitrusAd managed services team to drive and optimize digital media activity. Target product ads activated on the CitrusAd platform will go live on and the Target app within 24-48 hours. 

In addition, CitrusAd provides robust, real-time reporting dashboards designed to provide advertisers full transparency of the performance and analytics of their media at a product SKU level, including flagging campaigns with low click-through rates. The platform also offers more flexibility in search term selection, as well as a one-click "automated campaign" feature that automates steps including keyword, category targeting, bidding strategy, and product selection. 

Wakefern Food Corp., the nation’s largest retailer-owned grocery cooperative, also recently began leveraging CitrusAd’s retail media technology for sponsored products and display ads across its desktop and mobile e-commerce sites. Other major grocery retailers which have opened their customer base to targeted advertisements from suppliers since the beginning of 2020 include Walmart and Kroger

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