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Scale your campaigns with retail data segments

Watch time: 1 minute 25 seconds

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Retail data is a valuable tool that can help traders discover and reach high-intent audiences, even for brands without products on retail shelves. 

In this Trader Tips episode, Niklas Schröter of WPP Media shares how his clients use retail data segments in two powerful ways: to reach known shoppers in a product category, and to infer interest based on broader consumer behavior. 

For example, if your brand sells directly in retail stores, you can target retail data segments tied to purchase intent for your product category. If your product isn’t available on retail shelves — say, you offer a sustainability service or subscription — you can activate segments built around adjacent shopping behaviors, such as customers who frequently purchase eco-conscious brands. 

As Schröter explains, this gives advertisers a new way to scale campaigns while keeping relevance high. 

Niklas Schröter, Programmatic Supervisor, WPP Media

Trader tip:

“[Traders] can activate direct retail data segments and find and identify users who have previously shown interest in buying your product, therefore offering an immediate value.”

 — Niklas Schröter, Programmatic Supervisor, WPP Media

Explore more use cases 

Retail data segments from The Trade Desk are built on billions of daily shopping moments from top retailers and brands across the globe, and they are available directly within the platform. The retail data segments include: 

  • In-market audiences based on real-world purchase behavior 

  • Loyalty shoppers who regularly buy from specific retailers 

  • Category buyers who purchase within specific product verticals 

Imagine an airline wants to reach frequent travelers. Retail stores do not sell plane tickets, but airlines can use retail data to reach people who frequently buy travel-sized products at specific retailers. As a result, traders can unlock scalable reach with built-in relevance across advertiser categories. 

Want to learn more about how retail data can drive better campaign outcomes? Start here, or contact your representative at The Trade Desk. 

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