THG have announced a strategic partnership with global advertising technology leader, The Trade Desk. For the first time, media buyers (advertisers and agencies) can access THG’s segments from Cult Beauty and LOOKFANTASTIC via self-serve across the entire digital ecosystem on The Trade Desk’s media-buying Kokai platform.
The new offering meets a growing market demand for increasingly personalised, effective and transparent campaigns, based on high-quality data from real-world commerce. Advertisers will have direct access to a variety of quality audience segments across the full funnel – from high-value and budget shoppers to intent-driven browsers and lapsed audiences spanning nutrition, skincare, makeup, haircare and fragrance categories. Marketers will benefit from more precise targeting to help meet both brand building and performance objectives, as well as measurement of media activity against actual sales, thus closing the loop for return on ad spend.
We’re extremely proud of how our retail media offering is evolving as we enter the next phase of our partnership with The Trade Desk. Over the past year, we’ve welcomed several new partners and increased our investment in marketing services to strengthen and modernise our proposition. We’re excited about what the next 12 months will bring for THG Beauty Media as we continue to expand and innovate.
-Rachel Moss, Retail Media Director, THG PLC.
Marketers using The Trade Desk’s platform can activate their omnichannel campaigns across the premium open internet, including the industry’s fastest-growing channels such as connected TV (CTV) and audio. Advertisers can extend their reach and apply valuable retail data throughout the marketing funnel, ultimately helping to reduce media waste and maximise impact on business outcomes, such as direct sales or brand impact.
As retail data continues to play a pivotal role in marketing strategies, our first partnership with UK beauty retail leader THG presents an incredible opportunity for advertisers to help improve the effectiveness of their ad spend. This partnership enables advertisers to access event-level data to build custom segments and measure performance without the need for a retailer clean room. This allows brands to leverage our proprietary AI to accurately reach the right customers based on real purchase behaviours and optimise media towards sales – creating a win-win for both marketers and consumers across the open internet.
– Tim Abraham, GM of Data Partnerships, The Trade Desk
The partnership is part of THG Beauty Media’s mission to build on its retail offering and evolve its technology and data capabilities, underpinned by deep customer insights. With millions of customers across two of the UK’s leading online beauty retailers, LOOKFANTASTIC and Cult Beauty combines unrivalled ecommerce scale, in-house creative firepower, and closed-loop attribution to offer brands a new standard retail media performance. LOOKFANTASTIC provides the ultimate beauty destination with a vast product range for a broad audience, while Cult Beauty attracts discerning enthusiasts with a curated selection of the most coveted and innovative brands. This powerful combination allows brands to connect with the full spectrum of beauty shoppers, from those discovering new trends to dedicated connoisseurs.
