In what the parties call a first-of-its-kind collaboration, global advertising DSP, The Trade Desk, has announced a partnership with Circana, the global market research and data analytics company formerly known as IRI and The NPD Group. They say the partnership will provide brands using The Trade Desk with unprecedented access to Circana’s retail data solution, Media Lift.

According to the parties, Media Lift will enable advertisers to measure the impact of their omnichannel digital campaigns on real-world sales across a broad spectrum of retailers. This includes major grocery and pharmacy chains, as well as prominent petrol and convenience stores. This marks the first time a demand-side platform (DSP) has collaborated directly with Circana in Australia.

The deal is designed to allow brands and media agencies using The Trade Desk to benefit from store-level data analysis across Australia’s largest retailers. "This will allow marketers to conduct an analysis that compares in-store sales of store locations where ads are deployed to similar store locations where they are not. As part of their post-campaign reporting, they will receive a sales uplift comparison analysis," according to The Trade Desk.

James Bayes, Vice President ANZ at The Trade Desk, emphasised the unique value of this partnership. 'What sets this partnership apart is the ability for brands to measure the incremental impact of their omnichannel campaigns across multiple retailers, an approach growing in importance as brands embrace a holistic approach to shaping their marketing strategies,' he said.

Alistair Leathwood, Head of Analytics, Insights and Media, APAC, at Circana, echoed this sentiment. 'There's a growing demand from our clients to measure their omnichannel campaigns. "This collaboration will empower our clients to fully harness the potential of their campaigns,' he said.