Learn More About Roundel, Target’s Retail Media Business

How we're different

Roundel builds on guests' trust in Target to offer a distinct media experience. Here's what sets us apart:

• We connect brands to more than 100 million omnichannel guests through curated placements, best-in-class creative and advanced targeting.
• In 2025 alone, we drove more than 400 million visits to Target properties. More than 30% of partner media spend happened off Target's owned platforms, expanding reach across social, streaming and other digital channels.
• Our media footprint now includes 40+ new premium publishers and app inventory, including The New York Times, AMC Networks, Hearst, BuzzFeed and USA Today.
• We work across teams through a "one Target" approach, collaborating with merchandising and marketing to ensure relevance at every guest touchpoint.
• Guests are five times more likely to trust ads from Target than from brands they haven't purchased before.* Our audiences are trend-forward, engaged and genuinely enjoy shopping.
• We deliver seamless, insight-driven media across both Target-owned and partner platforms - powered by tools like Programmatic by Roundel that help brands reach consumers within display, video and app inventory across premium publisher sites.
• With one of the largest free loyalty programs in the U.S., Target Circle powers Roundel's deep understanding of guest behavior - helping to create meaningful connections between brand partners and guests.

What's new

Streaming TV partnership with DIRECTV Advertising

Roundel is piloting a first-of-its-kind premium video partnership with DIRECTV Advertising that helps our brand partners reach Target guests beyond Target's owned channels - including while they're watching TV at home, following live sports or traveling. The pilot uses our first-party guest insights to help brands show up in more relevant video environments across DIRECTV Advertising platforms, including home screen placements, commercials during live programming and video ads on planes, in hotels and other travel settings.

Plus, reporting helps brands see whether people who saw their ads later bought their products at Target, unlocking a new ability for brands to reach the right guests across more of the places they're already spending time and better understand whether those ads helped drive real business results. It's one more way Roundel is helping brands connect with busy families in the moments that matter to them, from game day to getaways - helping elevate how they discover and shop.

Precision Plus by Roundel

Last year, we introduced Precision Plus by Roundel, a new advanced buying solution that helps brands drive stronger results - from building awareness to driving purchases. Built on Target's first-party data and real-time shopping behavior, Precision Plus makes it easier to launch campaigns aligned to specific awareness, consideration and conversion goals with greater accuracy and flexibility. AI-powered tools help improve performance while campaigns are live, and enhanced measurement makes it easier to see what's working and adjust as needed. Designed to enhance offsite media performance, Precision Plus also integrates with platforms like Google, Meta, Pinterest and The Trade Desk to help reach guests with even greater precision and scale. And with enhanced price transparency, advertisers gain a clearer view into how their budgets are being spent - distinguishing between working media and other fees - to maximize the value of every dollar.

Continued portfolio innovation

And we're continuing to invest in new ways to help our partners grow:

• Target Product Ads (TPAs) by Roundel: Ads that meet guests where they're already browsing, backed by Target's rich data. These placements saw nearly 30% sales growth in 2025 and a strong return on ad spend (ROAS).
• Second Price Auction: Our new bidding approach for Target Product Ads, designed to drive competitive pricing and better return for partners.
• Roundel Media Studio: A new self-service tool that makes it easier for brands of all sizes, including those in our Target Plus marketplace, to access Target Product Ads inventory.
• Measurement: Our new Matched Market Model for ad incrementality enables clients to measure the incremental impact of their sales using a geo holdout approach, offering a deeper and more accurate view of their campaign's effectiveness.
• Digital Out-of-Home (DOOH): Eye-catching ads placed on billboards near Target stores, now connected to Roundel Kiosk for closed-loop measurement and performance optimization.

What's ahead

Looking to the future, we're doubling down on innovation and impact. In 2026, Roundel will continue to test new AI and in-store ad experiences. We'll launch experiential activations like demos, sampling and digital screens. We'll also enhance creative formats across the omnichannel journey and support partners during seasonal campaigns, especially throughout the holidays.

Our team is fueled by a deep understanding of what Target guests want. That insight helps us create campaigns that don't just boost sales - they build long-term relationships between brands and our guests.

Discover how Roundel can help your brand connect with Target guests at Roundel.com.