Roundel
C · Marketing TechnologySubsidiaryProvides brands access to Target's premium guest data and omnichannel advertising opportunities with closed-loop attribution, enabling precise targeting and measurable ROI across digital and physical retail environments.
Last updated Feb 18, 2026
- Industry
- Retail Media
- Business Model
- Retail Media Network
- Target Market
- Enterprise
- Employee Count
- 201-500
- Funding
- $10M
- Revenue Range
- $1B+
- Parent Company
- Target Corporation
- API Available
- Limited
Market Position
Top-tier retail media network, third largest in the US behind Amazon and Walmart
Overview
Roundel is Target Corporation's retail media network, launched in 2016 as Target Media Network and rebranded to Roundel in 2019. As one of the largest retail media networks in the United States, Roundel leverages Target's extensive first-party data from over 100 million guests to help brands reach consumers both on and off Target's properties. The platform offers closed-loop measurement capabilities, allowing advertisers to track campaign performance from impression to purchase. Roundel operates within the rapidly growing retail media sector, providing advertising solutions across display, video, social, search, and in-store channels. The network enables brands to access Target's premium audience through various touchpoints including Target.com, the Target mobile app, and Target's physical stores, as well as through off-site programmatic advertising. With Target's strong retail presence and valuable shopper data, Roundel has positioned itself as a significant player in the retail media landscape, competing with networks from Amazon, Walmart, and other major retailers.
Products & Features
Onsite Display & Video
Advertising placements across Target.com and Target mobile app including sponsored products, display banners, and video ads
Offsite Programmatic
Audience extension campaigns reaching Target guests across the open web and social media platforms
In-Store Media
Physical advertising opportunities within Target stores including endcaps, TV walls, and audio advertising
Sponsored Products
Search-based product advertising on Target.com that appears in search results and product pages
Roundel Insights
Data and analytics platform providing campaign measurement and audience insights
Key Features
Access to Target's first-party guest dataClosed-loop measurement from impression to purchaseOmnichannel advertising across digital and physical touchpointsSame-day campaign performance reportingAudience segmentation based on purchase behaviorCross-device targeting capabilities
Use Cases
CPG brands driving product trial and awareness at point of purchaseEndemic brands increasing share of shelf and sales within TargetNon-endemic brands reaching Target's premium audience off-siteNew product launches with targeted reach to relevant shopper segmentsSeasonal campaign activation across multiple touchpointsCompetitive conquest campaigns targeting competitor brand shoppers
Customer Segments
Consumer Packaged Goods (CPG) brandsEndemic retail brands sold at TargetNon-endemic brands seeking premium audiencesAdvertising agencies managing retail media campaigns