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Chain Store Age: Target digital ad platform enters programmatic advertising space

Roundel, Target’s rebooted in-house media company, is partnering with a digital ad exchange.

Roundel and Index Exchange have co-engineered a customized product providing media buyers access to Target’s first-party data paired with inventory using their existing platforms. This partnership marks Roundel’s first major foray into programmatic advertising, an automated method of buying, selling or fulfilling digital ads. Publishers make media inventory available via ad exchanges and buyers use tools called demand side platforms (DSPs) to purchase media.

Read More at Chain Store Age

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