Everything You Need To Know About Roundel – Target’s Retail Media Network

The retail landscape is undergoing a seismic shift as brands and retailers alike recognize the power of Retail Media Networks (RMNs). Major players like Amazon, Walmart, and Kroger have already established their dominance in this space, creating sophisticated platforms that allow brands to engage with shoppers at every stage of the purchasing journey. In this rapidly evolving ecosystem, Target’s Roundel stands out not just as a competitor but as a leader pushing the boundaries of what Retail Media Networks can achieve.

Target’s strategic focus on Roundel highlights its commitment to harnessing the power of data-driven marketing. By offering a platform that integrates across Target’s digital and physical assets, Roundel provides brands with access to a highly engaged and loyal customer base. As RMNs continue to grow—projected to increase by 13% in revenue for retailers like Target in 2024—Roundel’s solutions and expanding capabilities position it as a key player in the future of retail advertising.

Here is everything you need to know about Roundel:

What is Roundel?

At its core, Roundel operates across Target’s platforms, including Target.com and the mobile app, while extending its reach to over 150 premium publishers and channels, such as Pinterest, PopSugar, and NBC Universal. This extensive network enables brands to connect with Target's guests in a highly personalized manner, leveraging Target’s first-party data to craft campaigns that resonate deeply with its audience.

Over the past two years, Roundel has experienced more than 60% growth, delivering over $1 billion in value to Target annually. As of 2024, Roundel is projected to contribute $2 billion, highlighting its crucial role in Target’s overall business strategy. You can access the Roundel Fact Sheet from Target's site to read more.

How Big is the Roundel Team?

Since its inception in 2018, Roundel has rapidly expanded, now comprising over 800 team members. These team members are spread across various hubs, including Minneapolis, Bengaluru, Los Angeles, New York, and Chicago, with a significant portion working remotely. The team has grown by nearly 50% since 2018, bringing in talent across Partner Solutions, Performance and Insights, Data Science, Product, and Engineering teams to support its robust growth and innovation efforts.

Roundel™ Media Studio: Elevating Target's Advertising Game

Roundel™ Media Studio has arrived, marking a significant upgrade in Target’s advertising arsenal. This self-service platform offers activation, management, and analysis of Target Product Ads, with more solutions on the horizon. As Target continues to innovate, Roundel is set to play an even more central role in the retail giant's strategy.

Roundel™ Media Studio is an integrated platform that consolidates various solutions and tools offered by Roundel™. It provides access to the full range of Target Product Ad placements, including high-impact slots like “More to Consider” and “Frequently Bought Together.” One of the key advantages of Roundel Media Studio is the absence of demand-side platform (DSP) fees, allowing brands to maximize their ad spend efficiency and achieve better results.

The platform also supports billing via Criteo Insertion Orders, ensuring a smooth and integrated process for advertisers. This comprehensive suite of tools makes Roundel Media Studio a powerful resource for brands looking to enhance their digital presence within Target’s ecosystem.

The key benefits of using Roundel™ Media Studio include:

• No Access or DSP Fees
• All Target Product Ads Inventory
• 1st Price Auction with Existing Floor Prices
• Closed Loop Sales & Attribution
• Billing via Criteo Insertion Order
• Access Using Partners Online

What do we think about RMS?

Kate Sauser, Senior Director of Retail Media at The Bluebird Group, shared, “In partnership with Roundel, we've had the opportunity to beta test a handful of clients in RMS over the last couple of months. We have seen really positive results and are excited to roll out RMS to all our clients.”

Jacob Snelson, Chief Media Officer at The Bluebird Group, echoed this sentiment, stating, “We have seen much success in RMS being a part of the beta for the last year with Roundel and Criteo. We're excited to offer this at scale to all brands going forward!”

How to Access Roundel Media Studio

Accessing Roundel™ Media Studio is a straightforward process:

1. Ensure you have a Partners Online (POL) account. If not, reach out to your POL admin for setup.
2. Contact your Roundel representative to gain access to the platform.
3. Once access is granted, you can log in via the Partners Online login page or directly through the Roundel Media Studio UI.

Target’s Commitment to Diversity with the Roundel Media Fund

In line with its commitment to diversity, Target has introduced the Roundel Media Fund, a $25 million initiative designed to boost the visibility of diverse-owned brands through paid media. This fund is part of Target’s broader $2 billion investment in Black-owned businesses by 2025. The impact is already evident, with a 40% average sales lift for participating brands during a test run in Black History Month.

What’s Next for Roundel?

Target is continually exploring new ways to enhance the Roundel experience. In 2024, the company plans to test new in-store experiences, evolve its creative capabilities, and further leverage its omnichannel ecosystem. This includes expanding the capabilities of Connected TV (CTV) ads, where guests can now add products directly to their cart via QR codes from the ad—a feature that aligns with the growing trend of shoppable media.

Additionally, Target is investing in experiential marketing, with plans for in-store activations, digital screens, and events that merge physical and digital shopping experiences. These innovations position Roundel as a critical player in the evolving retail media landscape, offering brands the tools and platforms needed to connect with consumers in more meaningful ways.

Roundel™ Media Studio is just the beginning of Target’s ambitious plans for its retail media network. As the platform continues to evolve, brands can expect even more opportunities to engage with Target’s extensive and diverse customer base, all while benefiting from the precision and power of Target’s first-party data. With Roundel, Target is not just competing in the retail media space—it’s setting new standards.

Interested in diving deeper into how The Bluebird Group can join forces with your brand and tailor a winning selling strategy at Target and beyond? Set up a call with us!