THG and The Trade Desk Launch Retail Media Partnership for Open Internet — The Trade Desk, Inc.

Event summary

THG Ingenuity partners with The Trade Desk to enable self-serve retail media access via Kokai platform.
Advertisers gain direct access to audience segments from Cult Beauty and LOOKFANTASTIC across the digital ecosystem.
Partnership focuses on personalized, transparent campaigns using real-world commerce data for better targeting.
Marketers can measure media activity against actual sales to optimize return on ad spend.

The big picture

This partnership aligns with the growing trend of leveraging first-party retail data to enhance ad targeting precision. By integrating THG’s audience segments into The Trade Desk’s platform, advertisers can reduce media waste and improve campaign outcomes across channels like connected TV (CTV) and audio. The collaboration underscores the increasing importance of closed-loop attribution in digital marketing strategies.

What we're watching

Market Adoption: How quickly advertisers will integrate THG’s retail data into omnichannel campaigns.
Performance Metrics: Whether the closed-loop attribution model can sustain measurable improvements in ad spend efficiency.
Competitive Response: The pace at which competitors will develop similar retail media partnerships for open internet advertising.