About Target Ads (Roundel)
Roundel is Target's retail media network, offering sponsored product ads, onsite display, and offsite programmatic campaigns powered by Target's first-party guest data. For brands sold at Target, Roundel is the primary way to influence shoppers on Target.com and in the broader digital ecosystem Target reaches.
How Prescient AI measures Target Ads (Roundel)
Prescient AI ingests spend and performance data from your Roundel campaigns and incorporates it into the Marketing Mix Model alongside every other channel in your mix. The model measures the incremental revenue Roundel drives at Target, separating sales your ads created from sales that baseline shelf velocity and Target's own traffic would have produced anyway.
Why measure Target Ads (Roundel) with a Marketing Mix Model
Retail media networks report closed-loop results that tend to credit ads with demand your other marketing created. A Marketing Mix Model puts Roundel in context, measuring how it interacts with the CTV, social, and audio campaigns that drive shoppers to Target in the first place. Brands can see the true incremental return of Roundel spend, its saturation point, and how it trades off against retail media on other accounts and the rest of the mix.
