Roundel (Target)

Top-tier retail media network, third largest in the U.S. behind Amazon and Walmart

Roundel is Target Corporation's retail media business, launched in 2016 as Target Media Network and rebranded to Roundel in 2019. The platform leverages Target's extensive first-party data from over 100 million guests to help brands reach high-intent shoppers across Target's owned and operated digital properties, including Target.com, the Target mobile app, and in-store displays, as well as through off-site placements across the open web and social media platforms. Roundel operates as a closed-loop advertising solution, providing advertisers with the ability to measure campaign performance from impression to purchase using Target's transaction data. As one of the largest retail media networks in the United States, Roundel competes in the rapidly growing retail media space alongside networks from Amazon, Walmart, Kroger, and other major retailers. The platform serves both endemic brands (those sold at Target) and non-endemic advertisers looking to reach Target's affluent, predominantly female customer base. Roundel's position within Target gives it unique access to valuable shopping data and insights, making it a significant player in the shift of advertising dollars toward retail media networks, which are projected to capture an increasing share of digital advertising spend as third-party cookies deprecate and advertisers seek first-party data solutions.