Roundel

Top-tier retail media network leveraging Target's first-party shopper data; considered a leading alternative to Amazon Advertising and Walmart Connect

Roundel is the retail media network of Target Corporation, launched under its current brand name in 2019 after operating as Target Media Network. It enables brands and agencies to leverage Target's rich first-party shopper data to deliver highly targeted advertising across Target's owned properties—including Target.com, the Target app, and in-store—as well as off-site channels such as social media, display, video, and connected TV through programmatic partnerships. Roundel positions itself as a premium alternative to other retail media networks by emphasizing the quality and depth of Target's shopper data, which spans over 165 million annual guests across physical and digital touchpoints. Roundel offers a full suite of media solutions including search, display, social, video, and in-store advertising, all powered by Target's deterministic first-party data. The network operates on a closed-loop measurement model, allowing advertisers to tie media spend directly to in-store and online sales outcomes. This attribution capability is a key differentiator in an increasingly competitive retail media landscape. Roundel also partners with major DSPs and publishers to extend Target audience segments off-site, broadening reach while maintaining data fidelity. In the broader AdTech ecosystem, Roundel competes with other major retail media networks such as Amazon Advertising, Walmart Connect, and Kroger Precision Marketing. It is considered a top-tier retail media network given Target's scale, demographic reach, and the quality of its shopper data. Roundel has grown significantly as brands shift budgets toward retail media for its measurability and proximity to purchase intent, and it is a meaningful and growing revenue contributor within Target Corporation's overall business.