The Trade Desk is angling for a bigger piece of retail media budgets through a new deal with Dollar General and retail tech firm Kevel.
The ad offering lets advertisers buy onsite display ads in The Trade Desk’s same platform used for offsite ads, giving brands access to both upper-funnel inventory used for awareness and brand building like streaming, social, or online video alongside the lower-funnel, performance-based placements on Dollar General’s website used for sales.
“Advertisers historically have had to run their upper- and mid-funnel in one place, and then try to stitch in the full-funnel, bottom-funnel, conversion layer in another,” Matthew Fantazier, vp of data partnerships at The Trade Desk, told ADWEEK.
