Dive Brief:

• The retail media arm of Schwarz Group, Lidl’s operating company, has partnered with The Trade Desk to bolster its online shop’s digital advertising capabilities, according to a Tuesday emailed announcement. 
• The tie-up will use the Lidl online shop and Kaufland Marktplatz, which is also operated by the Schwarz Group, with the goal of better measuring the success of both grocers’ digital ad campaigns and more accurately targeting consumers. 
• Retail media continues to be top of mind for grocers as they continue to partner with third-party companies to establish retail media networks.  

Dive Insight:

Linking The Trade Desk with the retail media arm, called Schwarz Media, aims to measure the influence of digital ads on direct sales, which can then help optimize campaigns in near real-time, per the announcement. 

The partnership will allow advertisers to more effectively reach audiences across channels on the “open internet” as well as measure the impact of connected TV and digital out-of-home channels, the announcement stated. 

Exclusively through The Trade Desk, Lidl and Kaufland’s online retail media audience segments are available for programmatic campaigns, per the press release.  

The Trade Desk, a U.S.-based digital marketing company, said it aims to show consumers more relevant ads and is working in “accordance with the detailed German data protection requirements and align with significantly higher standards than usual in the market,” Robert Jozic, general manager of Schwarz Media, said in a statement. 

Lidl has been struggling to connect with U.S. shoppers as well as it has with its home-based German and European customer base. In February, Lidl let go of a significant portion of its U.S. administrative team and, in recent weeks, has closed nearly a dozen stores across the country.