Schwarz Media and The Trade Desk shake hands on strategic retail media partnership

Schwarz Media, the retail media unit of Schwarz Group, and advertising technology firm, The Trade Desk, have entered a strategic partnership. 

This will use the Lidl online shop and Kaufland Marktplatz to reach consumers and measure the success of digital advertising campaigns on the open internet.

The aim is for advertisers to measure the influence of digital ads on direct sales and thereby optimise campaigns in near real-time. The advertising impact on the connected TV and digital out-of-home channels can also be measured and optimised more effectively. 

A free and open internet is only possible when it works for everyone — consumers, advertisers, and publishers — not just a handful of big tech companies. Find out why the future of the internet depends on the open internet: https://t.co/t0Z9mMkKUR pic.twitter.com/kCHTlyxUDA

— The Trade Desk (@TheTradeDesk) May 17, 2023

“Retail media presents an opportunity for marketers to embrace data driven advertising on the open internet, with the goal of providing them with better targeting and performance measurement,” says Samantha Jacobson, Chief Strategy Officer, EVP, The Trade Desk.

“Through our new partnership with Schwarz Media, advertisers can now activate this rich retail data that will enable their campaigns to reach the right audience, while providing measurement to demonstrate the impact of their marketing activities.”

“Retail media takes marketing on the open internet to a new level, offering consumers real added value through the display of significantly more relevant advertising,” says Robert Jozic, General Manager, Schwarz Media. 

“It is our ambition to implement this development in accordance with the detailed German data protection requirements and to align it with significantly higher standards than usual in the market. We are pleased to be working with The Trade Desk, who are pioneers in the industry.”