Schwarz Media, the retail media unit of Lidl owner Schwarz Group, has entered into a strategic partnership with advertising tech firm The Trade Desk. The collaboration aims to drive retail media growth across Lidl's online platform.
Under the agreement, Lidl's online shop and Kaufland Marktplatz will be utilized to expand the consumer reach and enhance the accuracy of digital advertising campaign measurement. Leveraging Schwarz Media's extensive reach across The Trade Desk’s platform, advertisers can now reach audiences more efficiently across channels on the open internet through deterministic targeting.
"Retail media presents an opportunity for marketers to embrace data-driven advertising on the open internet. The goal is to provide them with better targeting and performance measurement," explained Samantha Jacobson, The Trade Desk's Executive Vice-President and Chief Strategy Officer. "Our new partnership with Schwarz Media enables advertisers to activate rich retail data for their campaigns, reaching the right audience and providing measurement to demonstrate the impact of their marketing activities."
This comprehensive partnership also equips Lidl advertisers with the ability to measure the influence of digital ads on direct sales. As a result, campaigns can be optimized in near real time.
Robert Jozic, General Manager of Schwarz Media, added, "Retail media elevates marketing on the open internet to a new level by offering consumers real added value through significantly more relevant advertising. We aim to implement this development in line with detailed German data protection requirements, adhering to significantly higher standards than usual in the market. We're pleased to collaborate with The Trade Desk, industry pioneers in this field."