# Roundel
*Also known as Roundel*

- Website: https://roundel.com
- Agent profile: https://directory.haycion.ai/agents/roundel-com

> Roundel is Target’s in-house retail media company delivering cross-channel, data-driven advertising to reach Target guests and drive measurable brand outcomes.

Roundel is Target’s in-house retail media company that helps brands reach Target guests through trusted, brand-safe, data-driven advertising. Roundel designs and delivers cross-channel digital advertising solutions across search, display, video, social, DOOH, and connected-TV, on Target properties and premium publishers offsite. With access to first-party Target data, Roundel targets high-intent shoppers and measures impact with closed-loop reporting, enabling real-time optimization. The company offers both self-service and managed-service options, partnerships through Bullseye Marketplace, and services such as influencer collaborations and in-store hubs to connect on-site and in-store experiences. As part of Target Brands, Roundel operates with a global, hybrid workforce and focuses on driving brand awareness, engagement, and sales for a diverse set of brands.

**Mission:** To connect brands with Target guests through trusted, brand-safe, data-driven retail media solutions that drive awareness, consideration, and sales across channels.

## Products & Services

### [Target Product Ads by Roundel](https://roundel.com/what-we-offer/target-product-ads/)
*Product*
Increase brand visibility and achieve higher ROAS with Target Product Ads on Target.com and the Target app.

- **Keyword Targeting** — Engage High-Intent Shoppers
- **Closed-Loop Measurement** — Track Performance Effectively
- **Campaign Activation Speed** — Launch Campaigns Quickly
- **Pricing Model** — Efficient Budgeting
- **Target Platform Placements** — Maximize Brand Exposure
- **Sales Insights** — Understand Impact on Sales
- **Partner Ecosystem** — Leverage Partner Networks
- **Self-Service Management** — Manage Campaigns Independently

### [Display by Roundel](https://roundel.com/ad-guide/display/)
*Product*
Achieve brand visibility on Target.com and over 150 premium publishers with Display by Roundel.

- **On-platform Target Placements** — Target High-Intent Shoppers
- **On-page Inventory** — Utilize Target's Key Pages
- **Off-platform Reach** — Expand Brand Exposure
- **Premium Display Formats** — Enhance Creative Engagement
- **Service Options** — Flexible Management Choices

### [CTV by Roundel](https://roundel.com/ad-guide/ctv/)
*Product*
Engage Target shoppers with impactful CTV advertising on premium content.

- **Audiences** — Reach Target Audiences
- **Co-branded Inventory** — Increase Brand Visibility
- **Measurement** — Optimize Campaign Performance
- **Quality Verification** — Ensure Brand Safety
- **Connected TV Placements** — Engage Viewers on Large Screens
- **Shoppable Formats** — Drive Instant Purchases
- **Campaign Timing** — Plan Campaigns Effectively

### [Programmatic by Roundel](https://roundel.com/ad-guide/programmatic/)
*Product*
Effortlessly reach high-intent shoppers at scale through a customizable programmatic advertising solution.

- **Cross-inventory Reach** — Expand Your Reach Across Inventory
- **Self-service DSP Across 50+ Publishers** — Engage Audiences with Self-Service Tools
- **DSP Flexibility** — Choose Your Preferred DSP
- **Audience-first Private Marketplace** — Access Customized Audience Segments
- **Managed-service Option** — Access Managed-Service Support
- **Near-real-time Optimization** — Optimize Campaigns in Real-Time

### [Search Ads by Roundel](https://roundel.com/ad-guide/search/)
*Product*
Drive high-intent traffic with targeted Google search placements.

- **Google Search Placements** — Increase Visibility.
- **Measurement and Reporting** — Track Performance Accurately.
- **Managed Service** — Simplify Campaign Management.
- **Sales Reporting** — Understand Impact.

### [YouTube Ads by Roundel](https://roundel.com/ad-guide/youtube/)
*Product*
Drive top-of-the-funnel awareness among Target guests using engaging YouTube video ads.

- **In-Stream Ads** — Engage Viewers Without Skipping
- **Audience Targeting** — Refine Your Audience Selection
- **In-Feed Ads** — Reach Shoppers While Browsing
- **Video Metrics** — Monitor Campaign Effectiveness
- **Brand Safety** — Maintain Brand Integrity

### [Social by Roundel](https://roundel.com/what-we-offer/social/)
*Product*
Elevate brand engagement through targeted social media advertising.

- **Ad Formats** — Create Engaging Ads
- **Management** — Leverage Expert Guidance
- **Social Placements** — Reach Diverse Audiences
- **Audience Targeting** — Optimize Ad Delivery
- **Measurement** — Assess Campaign Performance

### [Influencers by Roundel](https://roundel.com/ad-guide/influencers/)
*Product*
Drive authentic engagement and sales through expertly managed influencer collaborations.

- **Influencer Campaigns** — Leverage Influencer Partnerships
- **Management** — Simplify Management
- **Performance Measurement** — Track Campaign Effectiveness
- **Authentic Connections** — Build Brand Credibility

### [Roundel Media Studio](https://roundel.com/what-we-offer/roundelmediastudio/)
*Platform*
Effortlessly manage and optimize campaigns with Roundel Media Studio’s self-service platform.

- **Closed-Loop Reporting** — Gain Actionable Insights
- **No DSP Fees** — Reduce Advertising Costs
- **Auction Model** — Maximize Bidding Efficiency
- **Self-Service Hub** — Empower Users with Control
- **Campaign Creation** — Customize Campaign Timelines
- **Performance Optimization** — Enhance Advertising Efficiency
- **Data Visualization** — Visualize Performance Metrics
- **Kiosk Integration** — Seamless Reporting Access

### [Roundel Kiosk](https://roundel.com/what-we-offer/kiosk/)
*Platform*
Enhance your advertising strategy with actionable insights and performance tracking through Roundel Kiosk.

- **Customizable Data Cuts** — Tailor Reporting To Your Needs
- **Near Real-Time Reporting** — Monitor Campaign Performance Instantly
- **Integration with Media Studio** — Streamline Reporting Efforts
- **Closed-Loop Measurement** — Link Ads Directly To Sales

### [Bullseye Marketplace](https://roundel.com/what-we-offer/bullseye-marketplace/)
*Platform*
Maximize your brand's exposure alongside trusted content that Target guests love.

- **Premium Publisher Placements** — Access to Premium Publishers
- **Inventory Scope** — Diverse Inventory Options
- **Brand Safety Measures** — Safe Advertising Environment
- **Video Inventory** — Engaging Video Formats
- **Native Display** — Contextual Brand Placement
- **Ad Sizes** — Standard Ad Sizes Available

## Market Segments

- **Retail media advertising**: On-platform and retailer-curated native and display advertising that places products and promos on Target properties and partner sites to drive discovery, conversion, and measurable sales lift.
- **Programmatic display and private marketplaces**: Audience-first programmatic buying across curated premium publisher inventory and private marketplaces using Target first‑party data for scalable targeting and near‑real‑time optimization.
- **Connected TV and video advertising**: Premium CTV and digital video placements, including non‑skippable and shoppable formats, designed for full‑funnel reach and closed‑loop measurement.
- **Social and influencer marketing**: Managed social campaigns and creator partnerships that deliver co‑branded content across Instagram, Pinterest, TikTok and other social platforms to build awareness and drive online sales.
- **Search advertising**: Performance search placements on Google with managed service execution and closed‑loop measurement to capture high‑intent shoppers and attribute sales impact.

## Ideal Customer Profiles

### Multichannel Brand Advertisers
North American consumer brands seeking cross-channel reach and measurable impact.
- Industry: Consumer Brands, Retail, CPG
- Geography: North America
- Pain points: Disparate channels, fragmented attribution, brand safety across premium inventory
- Business goals: Increase awareness and sales, unify cross-channel measurement
- Positioning: Unifies cross-channel advertising with trusted data to reach Target guests, delivering measurable lift and brand-safe exposure across premium inventory.

#### Persona: Brand Director
- Needs: Holistic cross-channel measurement and brand-safety assurances
- Goals: Grow brand awareness and sales with predictable ROI
- Challenges: Siloed data, limited cross-channel insights
- Pain points: Inconsistent attribution and uplift visibility
- Solution: Leverage Bullseye Marketplace, Display, CTV, YouTube and Social with closed-loop reporting; Roundel Media Studio for executive dashboards.

#### Persona: Media Director
- Needs: Real-time performance insights and scalable activation
- Goals: Improve campaign efficiency and reduce waste
- Challenges: Fragmented reporting and long cycle times
- Pain points: Delay in optimization feedback and channel comparisons
- Solution: Use Programmatic by Roundel, Display, CTV, YouTube, and Kiosk for real-time optimization and consolidated reporting.

#### Persona: Chief Marketing Officer
- Needs: Executive dashboards and cross-functional alignment
- Goals: Maximize brand impact, drive revenue with efficient spend
- Challenges: Proving multi-channel impact across channels
- Pain points: Limited visibility into cross-channel impact
- Solution: Leverage Bullseye Marketplace, Programmatic, and Roundel Media Studio for integrated, cross-channel reporting and accountability.

### Direct-to-Consumer Growth Brands
North American direct-to-consumer brands seeking fast activation and measurable CAC/ROAS.
- Industry: Direct-to-Consumer, E-commerce
- Geography: North America
- Pain points: High customer acquisition costs, attribution gaps, scaling campaigns quickly
- Business goals: Lower CAC, maximize ROAS, grow online revenue
- Positioning: Performance-driven media that activates quickly with closed-loop measurement for online sales and growth.

#### Persona: Growth Marketing Manager
- Needs: Fast activation, reliable CPC-based measurement
- Goals: Lower CAC, maximize ROAS
- Challenges: Attribution gaps, cross-channel integration
- Pain points: Complex setup, slow optimization feedback
- Solution: Target Product Ads by Roundel, Search Ads by Roundel, Programmatic by Roundel with closed-loop measurement and Roundel Media Studio dashboards.

#### Persona: Performance Marketing Director
- Needs: Cross-channel attribution, automation, scalability
- Goals: Maximize incremental revenue, optimize budgets
- Challenges: Attribution complexity, data silos
- Pain points: Data gaps, platform fragmentation
- Solution: Programmatic by Roundel, Display by Roundel, Search Ads by Roundel, Roundel Media Studio for reporting

#### Persona: E-commerce Manager
- Needs: Self-serve tools, quick wins, product insights
- Goals: Increase online sales, improve conversion rate
- Challenges: Limited internal resources, integration with store data
- Pain points: Complex ad tech, slow campaign setup
- Solution: Target Product Ads by Roundel, Self-Service options via Roundel Media Studio, Roundel Kiosk for reporting

### Agency And Activation Partners
North American agencies managing multi-brand campaigns seeking scalable activation.
- Industry: Advertising Agencies, Marketing Services
- Geography: North America
- Pain points: Coordinating across brands, delivering measurable results, data silos
- Business goals: Deliver effective campaigns, expand services, retain clients
- Positioning: A flexible, data-driven ad ecosystem enabling agencies to activate campaigns efficiently across multiple brands and channels.

#### Persona: Campaign Manager
- Needs: Clear measurement, partner coordination
- Goals: Deliver results for clients, maintain retention
- Challenges: Juggling multiple campaigns, approvals
- Pain points: Administrative overhead, reporting gaps
- Solution: Roundel Media Studio for reporting, Programmatic by Roundel for activation, Influencers by Roundel for campaigns

#### Persona: Media Director
- Needs: High-quality placements, performance data, scalable operations
- Goals: Meet client ROAS targets, expand services
- Challenges: Managing client expectations, data silos
- Pain points: Time in setup, cross-channel visibility
- Solution: Bullseye Marketplace, Display by Roundel, YouTube Ads by Roundel, Roundel Kiosk for expedited reporting

#### Persona: Partner Manager
- Needs: Partner ecosystem access, onboarding support
- Goals: Grow partner adoption, cross-sell products
- Challenges: Onboarding new partners, limited resources
- Pain points: Fragmented onboarding, slow activation
- Solution: Partner ecosystem access via Target Product Ads by Roundel, Roundel Media Studio for onboarding, Programmatic by Roundel for activation