Target’s Roundel Integrates with CitrusAd for Better Self Service

Target is improving the self-service options within its retail media group, Roundel, through a new partnership with media tech company CitrusAd.
roundel citrus ad banner

Roundel is directly integrating CitrusAd within its retail media platform, enabling Roundel advertisers to choose their ad platforms, beginning in May. Brands and advertisers can launch and manage their Target Product Ad campaigns on CitrusAd’s self-service platform or use CirtusAd’s managed services team to drive and optimize digital media activity.

The integration comes after use of Target’s digital platforms skyrocketed during 2020. As more consumers flocked to digital options for their needs during the Covid-19 pandemic, Roundel also looked to boost its retail media platform. 

Executive Summary

With more retail media platforms popping up, increasing advertiser and brand options to reach shoppers, capabilities that include with self-service and transparency are more in-demand, advertisers revealed during the Path to Purchase Institute’s recent Retail Media Forum. The integration with CitrusAd may help give Roundel an edge among retail media network competitors, particularly as more entrants emerge into the space.


Just last month, another retail media network from Dollar Tree was introduced to the sector, giving advertisers even more options on where to place their ads to get in front of consumers. 

Via CitrusAd, Target Product Ads can be live on the Target app and within 24-48 hours. CitrusAd provides real-time data on dashboards for advertisers to view the performance and analytics of their retail media campaigns at a product SKU level, including detailed campaign breakdowns, pacing visibility, and search term metrics. There’s also an “automated campaign”option for brands to automate several steps, including keyword, category targeting, bidding strategy and product selection.

“Target's extensive shopper data is from millions of guest profiles across in-store and online, backed by a 145% in digital sales growth year over year, as well as national reach across 1,900+ stores,” reads an announcement from CitrusAd. “Combine that with CitrusAd's retail media technology for one of the most powerful and exciting digital advertising opportunities in the USA.”

The platform also safeguards budgets by ensuring out-of-stock SKUs do not serve and flagging campaigns with low click-thru rates.