Target Circle

Integrated loyalty program within one of the largest U.S. retailers

Target Circle is not an independent AdTech platform, but rather Target Corporation's loyalty and rewards program that was launched to replace the previous Cartwheel and REDcard rewards programs. The program offers customers personalized deals, birthday rewards, and the ability to support community organizations, while also serving as a data collection and customer engagement tool for Target. While the initial summary describes it as an AdTech platform, Target Circle is primarily a retail loyalty program that enables Target to gather first-party customer data and deliver personalized offers and promotions. As part of Target's broader retail media network strategy (Target Roundel), Target Circle plays a role in the company's advertising ecosystem by providing valuable customer insights and enabling more targeted marketing. However, it is not a standalone AdTech platform that provides services to external brands and retailers in the traditional sense. Instead, it is an integral component of Target's omnichannel retail strategy and its proprietary advertising capabilities, helping the retailer compete with other retail media networks like Amazon Advertising and Walmart Connect.