Roundel
Roundel connects brands to Target's 165M+ weekly shoppers using first-party purchase data, enabling precise targeting and closed-loop measurement tied directly to Target sales.
Last updated May 13, 2026 by ATDb automated enrichment · Connections updated May 18, 2026
- Industry
- Retail Media / Programmatic Advertising
- Business Model
- Retail Media Network
- Target Market
- Enterprise
- Employee Count
- 201-500
- Revenue Range
- $1B+
- Parent Company
- Target Corporation
- API Available
- Limited
Top-tier U.S. retail media network, ranked among the leading alternatives to Amazon Advertising and Walmart Connect
Roundel is the retail media arm of Target Corporation, launched in 2019 as a rebrand of Target's earlier advertising business. It leverages Target's rich first-party purchase and behavioral data from over 165 million weekly guests to help brands and agencies deliver highly targeted advertising campaigns. Roundel operates across Target's owned properties (Target.com, the Target app, in-store) as well as off-site placements through a curated network of premium publishers and social platforms. Roundel offers a suite of advertising solutions including sponsored product listings, display advertising, social amplification, and programmatic media buying, all powered by Target's proprietary shopper data. The platform is particularly valued for its closed-loop measurement capabilities, allowing advertisers to directly tie ad exposure to in-store and online purchases at Target, providing a clear picture of return on ad spend. In the rapidly growing retail media landscape, Roundel competes with Amazon Advertising, Walmart Connect, and Kroger Precision Marketing as one of the top-tier retail media networks in the United States. Its differentiation lies in Target's unique shopper demographics — skewing toward higher-income, younger families — and the breadth of its off-site media network, which extends advertiser reach well beyond Target's own digital properties.
Sponsored Products
Native product listing ads appearing within Target.com and the Target app search results and category pages
Display Advertising
On-site and off-site display ad placements powered by Target first-party audience data
Social Amplification
Audience extension to social platforms including Pinterest, Facebook, and Instagram using Target shopper segments
Programmatic Media
Off-site programmatic display and video advertising through a curated premium publisher network
In-Store Media
Digital in-store advertising placements including end caps and digital screens within Target retail locations
Closed-Loop Measurement
Attribution and reporting that ties ad exposure directly to Target in-store and online purchase data
- 2019Founded