Macy's top retail media exec reveals the company's plan to use The Trade Desk to propel its surging $144 million ad business
Macy's has signed a deal with adtech firm The Trade Desk to sell targeted programmatic ads.
The retailer has signed a deal with adtech giant The Trade Desk that will allow advertisers to target programmatic ads using loyalty card data from Macy's and its Bloomingdale's subsidiary. Advertisers can use the data to run display, connected TV, and audio campaigns through The Trade Desk's platform.
Macy's data can also find people who are likely to be luxury shoppers and buy big-ticket products. Macy's works with advertisers to create custom audiences used for ad targeting, she said. Macy's is working with The Trade Desk to increase its share of ad budgets. Macy's sells most of its ads directly, through its in-house sales team. Advertisers pay for those ads using their trade marketing budgets that brands spend in exchange for selling products at Macy's.
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