Target’s Roundel retail media network pilots DirecTV partnership
Target Corp. is testing a collaboration between its proprietary in-house retail media network and a satellite/streaming media provider.
Target is piloting what it calls a first-of-its-kind premium video partnership that enables brands participating in Roundel, the retail media network it initially launched in 2019, to reach its shoppers via DirecTV advertising platforms. The pilot uses the discounter’s first-party customer insights to help brands show up in more relevant video environments across DirectTV, including home screen placements, commercials during live programming and video ads on planes and in hotels and other travel settings.
The pilot also allows participating brands see whether people who saw their ads later bought their products at Target. This initiative follows the 2025 introduction of “Precision Plus by Roundel,” a buying solution that utilizes Target’s first-party data and real-time shopping behavior with AI tools to let advertisers launch campaigns aligned to specific awareness, consideration and conversion goals.
Other recently introduced Roundel offerings include:
- Target product ads (TPAs) by Roundel: These data-based placements are designed to reach customers where they are browsing and saw nearly 30% sales growth in 2025 and positive return on ad spend (ROAS).
- Second price auction: This new bidding approach for Target Product Ads (native cost-per-click ads) is designed to drive competitive pricing and better return for partners.
- Roundel Media Studio: This new self-service tool helps brands gain access To Target Product Ads inventory.
- Measurement: A new matched market model for ad incrementality enables advertisers to measure the incremental impact of their sales using a “geo holdout” approach that reduces spend in targeted areas to help measure campaign effectiveness.
- Digital out-of-home (DOOH): Ads placed on billboards near Target stores now connected to the Roundel Kiosk near-real-time reporting tool for closed-loop measurement and performance optimization.
A look ahead
In 2026, Roundel plans to continue to test new AI and in-store ad experiences and launch experiential activations like demos, sampling and digital screens. The retail media network, which currently works with more than 2,000 vendors, also plans to enhance creative formats across the omnichannel customer journey and support partners during seasonal campaigns, especially throughout the holidays.
According to Target, Roundel now generates more than $2 billion of value and is on track to achieve the company’s stated goal of doubling Roundel’s value from 2025 to 2030.
[READ MORE: Target launches two new creator programs]
“Our team is fueled by a deep understanding of what Target guests want,” Target said in a Roundel fact sheet.” That insight helps us create campaigns that don’t just boost sales — they build long-term relationships between brands and our guests.”
Based in Minneapolis, Target Corp. operates more than 2,000 U.S. stores and online.
