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Media in Canada: Roundel taps Index Exchange for unique data partnership

New tool developed by the two companies gives advertisers access to more customized audiences with the sharing of first-party data.

In a unique approach to programmatic, Target’s in-house media company Roundel is partnering with Index Exchange to share the retailer’s first-party data, broadening its reach with advertisers.

Media buyers will now have access to first-party data, coupled with premium inventory, accessible through publishers including Meredith, Leaf Group, Cafe Media and Mediavine. Buyers can continue to use their existing DSPs, but will now have access to customized audiences (segments such as electronics purchasers or women’s apparel purchasers, created through that first-party data) as opposed to traditional demographics.

Read More at Media in Canada

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