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»Target

How AB InBev, Target And Bank Of America Use Customer Data To Inform Messaging

The use of data in creative messaging has been talked about for years. But marketers are finally acting. At the ANA Masters conference in Orlando, Florida, last week, they showed how they create relevant messages and drive growth by using customer data. Marketers want data analysis to be “always-on,” instead of through formal market research... Continue reading »
by Sarah Sluis // October 8th, 2019 //
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Target's Digital Ad Platform Goes Programmatic; Here's Who's In Charge At Snap

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Bull’s-Eye Targeting If you want to use Target’s first-party data, you don’t need to use Target’s DSP – just the SSP where it has its data loaded. Competitors (ahem, Amazon) force advertisers onto an owned DSP to activate segments such as “electronics purchasers,” for... Continue reading »
by AdExchanger // June 18th, 2019 //
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Shopper Marketing Undergoes A Digital Evolution

Shopper marketing, a longtime favorite of CPGs typically used for in-store signage or to get products on eye-level shelves, is undergoing a massive transformation thanks to the spread of ecommerce and online shops. Of the $178 billion marketers spend annually on in-store marketing, $55 billion could shift from traditional retail trade marketing to online ads,... Continue reading »
by James Hercher // May 22nd, 2018 //
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In An Ecommerce World, Retailers And CPGs Learn To Love Their Stores

America’s most data-driven retailers and product manufacturers increasingly use mobile channels to drive shoppers to a store. Take the big kahuna. Walmart two weeks ago began offering discounts for products selected online and then picked up at a store. Walmart clears the margin on those discounts because the retailer can push products through its stores... Continue reading »
by James Hercher // May 1st, 2017 //
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The Top Ten Programmatic Advertisers

by Allison Schiff, Alison Weissbrot, Sarah Sluis, James Hercher, Kelly Liyakasa and Ryan Joe Programmatic advertising comes in many flavors. A handful of brands load up to take their buying fully in-house. Many give their agency partners carte blanche. Other brands take ownership of the tech contracts and segmentation, while letting their agencies pull the... Continue reading »
by AdExchanger // March 20th, 2017 //
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Approaching The Bullseye: Target’s First-Party Data Play

Over the past two years, Target has activated its first-party data so that agencies and its vendor partners – brands that sell products in Target’s stores – could use it to inform media buys. Target’s data is applied through a product platform called Guest Access overseen by Kristi Argyilan, Target’s SVP of media, guest engagement... Continue reading »
by James Hercher // February 7th, 2017 //
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Coca-Cola And Target Play Matchmaker With Marketing And Procurement

If marketing is the creative visionary of a big brand, procurement is its practical, strict counterpart. Marketing wants to spend big on the big idea, and procurement wants to save as much as possible. The two often can’t see eye to eye – and marketing budgets suffer. At the ANA’s Financial Management Conference in Boca... Continue reading »
by Alison Weissbrot // May 4th, 2016 //
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Shopper Behavior Begins In-Store – But Brick-And-Mortars Need Tech To Harness It

A few years ago, industry observers wondered if retailers would survive in the face of ecommerce competition. Now it’s become apparent that brick-and-mortar companies have not only weathered the storm, they’ve emerged as a kind technology platform for vendors to build on. But despite numerous startups catering to retailers, there aren’t any major players like... Continue reading »
by James Hercher // July 8th, 2015 //
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IRCE: Target Rewrites Its Omnichannel Strategy, But It’s Still Catching Up

In 2012, Target had to swallow a few hard truths. Its digital platform relied solely on third-party code and it had little to no engineering talent in-house. And it was playing catch-up with mobile. “My focus has been on moving toward an agile product model where we rewrote our code [over three years] for about... Continue reading »
by Kelly Liyakasa // June 3rd, 2015 //
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For LifeLock, Media Mix Decisions Must Be Fast… And Agnostic

Target's December data breach, which exposed the credit card and other personal information of as many as 110 million customers in late 2013, was calamitous for Target, scary for its customers, and an "early Christmas present" for identity protection brand LifeLock Inc., according to the company's head of media. But rather than sit back and... Continue reading »
by Zach Rodgers // March 31st, 2014 //
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