Meredith and The Trade Desk partner on launch of digital programmatic solution for digital shopper marketing
At launch, The Trade Desk will have access to Meredith’s programmatic shoppable display inventory on Allrecipes.com, as well as across Meredith Digital’s network of sites
NEW YORK, NY – November 3, 2016 — Meredith Corporation, the nation’s leading media and marketing company serving 102 million unduplicated U.S. women and three out of four Millennial women, has partnered with The Trade Desk, Inc., a global technology platform for buyers of advertising, to launch the first-ever digital programmatic solution for digital shopper marketing.
Pilot campaigns executed by Meredith and The Trade Desk delivered significantly higher performance, including up to 19 times (19X) return on advertising spend and significant in-store sales lift across multiple retailers. The results were measured by Nielsen SimTest technology.
“At Meredith, we reach millions of grocery shoppers every day who are about to step foot into a store, and we have first-party data that gives us unique insight into their grocery shopping behavior,” said Chip Schenck, VP of Data & Programmatic Solutions at Meredith Digital. “Helping advertisers leverage our data and deep audience insight, alongside their own data, to target shoppers at different points of their journey is the next phase of data-driven marketing.”
At launch, The Trade Desk will have exclusive access to Meredith’s programmatic shoppable display inventory on Allrecipes.com, the world’s leading digital food destination with more than 45 million monthly unique visitors, as well as across Meredith Digital’s network of sites, including Bhg.com, Shape.com, and MarthaStewart.com.
Shoppable display ads leverage Meredith’s proprietary audience intelligence and digital shopper marketing platform to deliver the right ad to each user on the path to purchase. Meredith’s shoppable display media enables advertisers to leverage a combination of audience behavioral insights, SKU-level product data, retail store locations, local weather, and geo-targeted promotions, coupons and discounts for products at local retailers to build consideration and drive in-store purchase.
“We pride ourselves on innovation in all aspects of our business,” said Tim Sims, VP of Inventory Partnerships at The Trade Desk. “This new solution brings programmatic capabilities to shopper marketers, and does so within the context of Meredith’s network of food content – among the most valuable and relevant inventory available today.”
“It’s truly remarkable to see the impact standard display units can deliver when they are powered by relevance, and this example underscores the unique capabilities and wealth of data Meredith brings to the table,” said Sarah North, a Programmatic Buyer at Empower MediaMarketing, an independent media agency with expertise in programmatic media and shopper marketing. “We work hard to deliver results for our clients, and this new solution opens up a whole new channel for effective digital shopper marketing.”