Retail Media: Schwarz Media and The Trade Desk enter strategic partnership

Hamburg, 18 July 2023 - Schwarz Media, the retail media unit of Schwarz Group, Europe's largest retail group, and global advertising technology leader The Trade Desk today announced that they have entered a strategic partnership. The partnership will use the Lidl online shop and Kaufland Marktplatz to reach consumers and measure the success of digital advertising campaigns on the open internet. Through the extensive reach of Schwarz Media on The Trade Desk platform, advertisers can better reach their audiences across channels on the open internet, leveraging deterministic targeting.

According to forecasts by IAB Europe, retail media is becoming one of the fastest growing sectors within the digital advertising industry with a revenue potential of €25 billion by 2026. Through this new partnership, advertisers will be able to measure the influence of digital ads on direct sales and thereby optimise campaigns in near real time. In fact, the advertising impact on the fast-growing connected TV and digital out-of-home channels can also be measured and optimised more effectively.

“Retail media presents an opportunity for marketers to embrace data-driven advertising on the open internet, with the goal of providing them with better targeting and performance measurement. Through our new partnership with Schwarz Media, advertisers can now activate this rich retail data that will enable their campaigns to reach the right audience, while providing measurement to demonstrate the impact of their marketing activities,” said Samantha Jacobson, Chief Strategy Officer, EVP, The Trade Desk.

“Retail media takes marketing on the open internet to a new level, offering consumers real added value through the display of significantly more relevant advertising. It is our ambition to implement this development in accordance with the detailed German data protection requirements and to align it with significantly higher standards than usual in the market. We are pleased to be working with The Trade Desk, who are pioneers in the industry,” said Robert Jozic, General Manager, Schwarz Media.