As retail media continues to move beyond closed marketplaces, a new partnership aims to bring commerce driven audience data to the open internet, giving advertisers greater transparency and performance measurement capabilities.
THG PLC announced a strategic collaboration between THG Beauty Media and The Trade Desk that enables media buyers to access audience segments from Cult Beauty and LOOKFANTASTIC through The Trade Desk’s Kokai media buying platform. The initiative marks the first time THG’s retail media data can be activated through a self serve environment across the broader digital ecosystem.
The THG Beauty Media The Trade Desk partnership responds to growing advertiser demand for personalized campaigns powered by high quality commerce data. Through the integration, advertisers and agencies gain access to audience segments spanning the full marketing funnel, including high value shoppers, budget conscious consumers, intent driven browsers, and lapsed customers across categories such as skincare, makeup, haircare, fragrance, and nutrition.
By combining retail insights with omnichannel activation, marketers can apply commerce based targeting across premium open internet inventory, including rapidly growing channels such as connected TV and digital audio. The companies say this approach allows advertisers to align brand building efforts with performance outcomes while measuring media effectiveness against actual sales, helping close the loop on 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,” said Rachel Moss, Retail Media Director at THG PLC.
Advertisers using The Trade Desk’s Kokai platform can extend campaign reach across the premium open internet while leveraging retail data signals to reduce media waste and improve targeting accuracy. The collaboration introduces event level data access, enabling brands to build custom audience segments and measure campaign performance without relying on retailer clean rooms.
“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,” said Tim Abraham, GM of Data Partnerships, The Trade Desk. “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.”
The partnership supports THG Beauty Media’s broader strategy to expand its retail media capabilities through advanced technology and customer intelligence. With millions of shoppers across LOOKFANTASTIC and Cult Beauty, the company combines ecommerce scale, in house creative resources, and closed loop attribution to offer brands measurable performance outcomes. As retail media increasingly shifts toward interoperable data and open web activation, the THG Beauty Media The Trade Desk partnership signals a new model for connecting commerce insights with omnichannel advertising at scale.
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