Roundel
Roundel is Target Corporation's retail media network, offering omnichannel advertising that connects CPG and consumer brands to Target's 165M+ first-party shoppers across digital, in-store, CTV, social, and emerging channels.
- Company typePrivate
- Founded2021
- HeadquartersMinneapolis, United States
- Headcount251–500
- GTM typeB2B
- OfferingSoftware
What Roundel does
Roundel is the retail media network of Target Corporation, providing omnichannel advertising solutions that connect brands to Target's 165M+ unique shoppers and 30M+ weekly in-store visitors. The company monetizes point-of-purchase attention across Target.com, the Target app, Target's physical store footprint, and a network of 150+ premium publishers, serving primarily enterprise CPG and consumer brand advertisers through an enterprise field-sales motion alongside a no-minimum-spend self-service platform called Roundel Media Studio. Full-year 2025 advertising revenue reached $915 million, up from $649 million in 2024, making Roundel one of the larger U.S. retail media networks by revenue.
The product portfolio is structured as a platform-plus-modules architecture: core media products include Target Product Ads (CPC sponsored placements), Display, CTV, Programmatic, Search Ads, YouTube Ads, Social, and Influencers, all powered by Target's first-party purchase and loyalty data. Supporting infrastructure comprises the Bullseye Marketplace (a curated private marketplace of 150+ Comscore publishers), Roundel Kiosk (near-real-time reporting and measurement), and Precision Plus, an AI-powered performance engine that fuses Target guest signals with data collaborations from Pinterest, Meta, The Trade Desk, and TikTok for real-time optimization. Roundel has additionally piloted contextual advertising inside OpenAI's ChatGPT, signaling intent to extend into LLM-mediated shopping surfaces.
Roundel generates revenue primarily by selling advertising placements on a CPC, auction, and managed-service basis, with quote-based pricing and no DSP or access fees for Target Product Ads through Roundel Media Studio. The company operates as a wholly-owned subsidiary of Target Brands, Inc., with approximately 500 employees across Minneapolis (HQ), Bangalore (engineering and global capability center), Los Angeles, New York, Chicago, and a distributed remote workforce, and reports financial results within Target Corporation's broader corporate earnings.
Roundel firmographics
Firmographics- Name
- Roundel
- Legal name
- Target Brands, Inc.
- Website
- https://roundel.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Roundel is Target Corporation's retail media network, offering omnichannel advertising that connects CPG and consumer brands to Target's 165M+ first-party shoppers across digital, in-store, CTV, social, and emerging channels.
- Ownership category
- akta.pro rank
Roundel industry classification
Industry- Product category
- Retail Media Network
- NAICS
- Advertising Agencies (541810), Media Buying Agencies (54183), Media Buying Agencies (541830)
- SIC
- Services-Advertising Agencies (7311), Services-Advertising (7310)
- akta.pro primary industry
- Digital & Programmatic Media Buying (Display, Video, CTV, Audio) (BPAFABAB)
- akta.pro secondary industries
- Programmatic Display & Retargeting (DSP) (MPAAACAE), Programmatic Media Buying & Trading Desks (DV360/TTD, RTB) (MPAAABAB)
Keywords
Where Roundel is headquartered
LocationHeadquarters
- HQ city
- Minneapolis
- HQ country
- United States
- HQ region
- North America
Offices6 records
Markets served
Roundel business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Advertising Revenue: Roundel generates advertising revenue by selling media placements to brands across Target's digital and physical properties. Revenue reached $915 million in 2025, up from $649 million in 2024.
- Target Product Ads (Sponsored Search): Cost-per-click (CPC) native ads on Target.com and Target app, with no DSP or access fees. Second-price auction model delivers stronger ROAS.
- Display Advertising: Managed service display ads on Target.com, Target app, and across 150+ premium publishers through Bullseye Marketplace.
- CTV Advertising: Non-skippable connected TV inventory across premium publishers with closed-loop sales reporting.
- Search Ads: Paid placements on Google with closed-loop measurement tied to Target sales, managed service offering.
- Social Advertising: Static, animated, and video ads on Facebook, Instagram, Pinterest, and Snapchat with first-party audience targeting.
- Influencer Marketing: Co-branded content from influencers on Instagram, Pinterest, and TikTok via LTK partnership.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | Target Product Ads - Cost-per-click model with no platform fees |
| Other | Pay-as-you-go | Roundel Media Studio self-service platform |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels6 records
Roundel product offering
Product offeringCore offering
Roundel is Target's retail media network that sells managed-service and self-service advertising solutions to CPG and consumer brands across on-site (Target.com and the Target app), off-site (Display, Programmatic, Search, Social, YouTube, Influencer), CTV, in-store (Service Hubs, DOOH), and emerging surfaces (ChatGPT pilot) channels. Revenue is generated through CPC, CPM, and managed-service fees, leveraging Target's first-party purchase and loyalty data from 165M+ guests to power closed-loop measurement and AI-driven campaign optimization via the Precision Plus engine.
Product overview
Roundel is Target's retail media network offering a unified platform-plus-modules architecture centered around connecting brands to the Target guest through omnichannel advertising solutions. The core product portfolio spans Target Product Ads (sponsored placements on Target.com and app), Search Ads (Google and Target.com search), Display, CTV, Programmatic, Social, Influencers, and YouTube Ads—all powered by first-party data from 165M+ Target guests. Supporting platforms include Bullseye Marketplace (150+ premium publisher network), Roundel Media Studio (self-service campaign management hub), Roundel Kiosk (reporting dashboard), and Precision Plus (AI-powered optimization engine). Emerging offerings include a ChatGPT contextual advertising pilot with OpenAI.
Differentiator
Problem solved
Functional benefit
Brands
- Precision Plus: AI-powered performance engine that achieves smarter activation, faster optimization, and more scalable performance for retail media campaigns.
- Roundel™ Media Studio
- Roundel™ Kiosk
- Bullseye Marketplace
- In-Store Service Hubs
Products and services
- Target Product Ads by Roundel™ Premium native cost-per-click (CPC) sponsored product ad placements on Target.com and the Target app that reach guests when purchase intent is highest. Second-price auction model delivers stronger ROAS with no DSP or access fees through Roundel Media Studio.
- Search Ads by Roundel™ Paid placements on Google search and Target.com using first-party Target shopper data to reach loyal Target guests and drive conversions on Target.com, the Target app, or in-store.
- Display by Roundel™ Managed-service display advertising on Target.com, the Target app, and 150+ premium publishers via the Bullseye Marketplace, including onsite display, carousel, order-ready, and highlight ad formats.
- CTV by Roundel™ Connected TV advertising reaching engaged audiences on Apple TV, Roku, Fire TV, Xbox, and other platforms with non-skippable inventory on premium publisher content, featuring closed-loop sales reporting and Shoppable Creative formats.
- Programmatic by Roundel™ Self-service programmatic activation using Roundel's cookie-free custom audiences via preferred DSPs (The Trade Desk, StackAdapt), reaching shoppers on brand-safe inventory from 150+ premium publishers.
- Social by Roundel™ Static, animated, and video social advertising on Facebook, Instagram, Pinterest, and Snapchat leveraging first-party Target audiences and co-branding opportunities with Target's social presence.
- Influencers by Roundel™ Co-branded influencer content on Instagram, Pinterest, and TikTok through LTK (Target-approved global influencer network), delivering 7x higher average Instagram engagement rate and 2.8x higher average TikTok engagement rate versus industry averages.
- YouTube Ads by Roundel™ Video advertising on YouTube with In-Stream, In-Feed, and Shorts placements, leveraging Target purchase and search data combined with Google segments for top-of-funnel awareness campaigns.
- Bullseye Marketplace Curated private marketplace of 150+ premium Comscore publishers enabling brand-safe display and video placements across publisher-direct inventory with MRC-accredited viewability measurement.
- Roundel™ Media Studio Self-service hub for campaign creation, targeting selection, and performance reporting with no DSP or access fees. Provides 34% average ROAS increase compared to prior platforms and $4-11 average ROAS.
- Roundel™ Kiosk Near-real-time campaign performance reporting tool providing customizable KPI dashboards, pre-built templates, scheduled exports via API-supported tools, and integrated reporting across Target Product Ads, display, search, social, CTV, and programmatic campaigns.
- Precision Plus by Roundel™ AI-powered performance engine that transforms 165M+ Target guest signals (in-store, online, in-app loyalty) into smarter campaign activation, faster real-time optimization, and scalable performance with data collaboration from Pinterest, Meta, Trade Desk, and TikTok.
- In-Store Service Hubs by Roundel™ Interactive digital hubs placed in high-traffic areas throughout Target stores to maximize brand visibility and consumer connections during the shopping journey.
- Digital Out-of-Home (DOOH) by Roundel™ Dynamic advertising on curated geo-targeted roadside billboards and pedestrian units near Target stores to drive awareness and engage on-the-go guests.
Quantifiable outcome
- 53% CPM decrease with Precision Plus (H1 2025 vs H1 2024)
- +6 more outcomes
Companies that use Roundel
Customer profileNamed customers18 records
Segments4 records
Ideal customer profiles3 records
Roundel technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration17 records
AI capability5 records
Feature6 records
Roundel partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core, preferred and innovation.
- LTKcoreLTK is Roundel's influencer network partner, providing access to 10+ years of influencer marketing experience. LTK enables co-branded content on Instagram, Pinterest, and TikTok with shop links to Target.com and the Target app. The partnership makes it a lighter lift for brands to execute influencer marketing campaigns.
- CriteocoreCriteo is a partner platform providing programmatic retail media capabilities. Enables custom audience targeting and flexible attribution reporting for brands like pet food brands and headphone brands running Target Product Ads campaigns.
- The Trade DeskcoreThe Trade Desk is the preferred DSP partner for validated, daily matched sales conversions to optimize in-flight towards ROAS. Provides programmatic activation with Roundel's custom cookie-free audiences.
- StackAdaptpreferredStackAdapt provides managed service support for self-service Programmatic by Roundel campaigns, offering white-glove service from activation to reporting.
- GooglecoreGoogle partnership enables Search Ads by Roundel, paid placements on Google with closed-loop measurement tied to Target sales. Google Search is Roundel's top referrer to Target.com, driving 8x more PDP views.
- OpenAIinnovationTarget and Roundel are among the first to test contextual advertising within ChatGPT through a pilot program with OpenAI. Ads appear alongside shopping-related conversations triggered by keywords without influencing chatbot responses.
- LiveRampcoreLiveRamp expanded Meta Insights availability to retail media networks, enhancing data privacy and targeted advertising capabilities for Roundel and other RMNs.
- DoubleVerifypreferredDoubleVerify provides third-party measurement and verification ensuring standardized guidelines are met for advertisers requiring independent validation.
- NielsenpreferredNielsen provides Brand Effect Expanded View survey-based measurement to understand how Display by Roundel impacts brand recognition and perception among exposed vs unexposed audiences.
- TinuitipreferredTinuiti is The Honest Company's agency that collaborated with Roundel on Programmatic campaigns, helping allocate budget and make in-flight optimizations.
- PinterestcorePinterest is a key platform for Social by Roundel, enabling promoted pins with first-party Target audiences. 75% of Target guests use social media, with 35% engaging on Pinterest weekly.
- Facebook/Instagram/MetacoreMeta platforms (Facebook, Instagram) are supported through Social by Roundel for static, animated, and video ads with first-party audience targeting.
- SnapchatpreferredSnapchat is supported through Social by Roundel for reaching Target guests on the platform.
- TikTokpreferredTikTok is supported through Precision Plus and influencer marketing. 41% more likely for Gen Z to shop through influencers than general population.
Scale indicators9 records
Recent moves7 records
Expansion highlights6 records
Roundel competitors and assessment
Company assessmentDirect peers
- Instacart Ads: Grocery-delivery retail media network with strong CPG advertiser base, closed-loop measurement, and growing CTV/off-site capabilities. Direct competitor for CPG brand budgets including Chobani and Unilever.
- Walmart Connect: Walmart's retail media network offering sponsored search, display, CTV, and off-site activation across Walmart's 150M+ weekly shoppers. Closest large-scale competitor with similar omnichannel RMN structure.
- Macy's Media Network: Department store RMN offering on-site sponsored placements and off-site display/CTV activation. Directly comparable RMN business model monetizing first-party retail data.
- Sam's Club MAP: Walmart-owned RMN for Sam's Club members. Competes for the same type of omnichannel CPG advertiser budgets in the broader retail media landscape.
- Best Buy Ads: Consumer electronics retailer RMN with similar on-site and off-site media capabilities. Comparable retailer-owned media network selling to brand advertisers.
- Amazon Ads: Largest retail media network, monetizing Amazon's first-party shopper data across on-site (Sponsored Products), CTV (Fire TV), and DSP. Directly comparable to Roundel's omnichannel RMN model serving CPG advertisers.
- Kroger Precision Marketing: Grocery chain-owned RMN monetizing loyalty data from 60M+ households. Comparable retailer-first-party-data RMN business focused on CPG advertisers.
- CVS Media Exchange (CMX): Drugstore RMN monetizing CVS's first-party health and shopper data. Comparable retailer-owned media network selling to CPG brands.
Broad incumbents
- Criteo: Commerce media platform powering retail media networks including Roundel as an integration partner. Operates broader retail media tech that overlaps with Roundel's programmatic capabilities.
- The Trade Desk: Independent DSP serving as Roundel's preferred off-site programmatic partner. Competes indirectly via open-web programmatic capabilities and broader advertiser relationships.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Roundel social profiles
Digital presenceRoundel financial estimates
Financial estimateRevenue estimate
Valuation estimate
Roundel leadership team
Management profileNumber of profiles
Profiles16 records
Roundel funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Roundel M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Roundel
What does Roundel do?
Roundel is Target's retail media network that sells managed-service and self-service advertising solutions to CPG and consumer brands across on-site (Target.com and the Target app), off-site (Display, Programmatic, Search, Social, YouTube, Influencer), CTV, in-store (Service Hubs, DOOH), and emerging surfaces (ChatGPT pilot) channels. Revenue is generated through CPC, CPM, and managed-service fees, leveraging Target's first-party purchase and loyalty data from 165M+ guests to power closed-loop measurement and AI-driven campaign optimization via the Precision Plus engine.
Is Roundel a public or private company?
Roundel is a private company. It is classified as corporate owned and is currently operating.
When was Roundel founded?
Roundel was founded in 2021. It employs 251 to 500 people.
Where is Roundel based?
Roundel is headquartered in Minneapolis, United States, in the North America region.
How does Roundel make money?
Seven revenue lines are on record. Advertising Revenue is the primary driver. The others are target Product Ads (Sponsored Search), display Advertising, CTV Advertising, search Ads, social Advertising and influencer Marketing.
Who are Roundel's main competitors?
Direct peers on record are Instacart Ads, Walmart Connect, Macy's Media Network, Sam's Club MAP, Best Buy Ads, Amazon Ads, Kroger Precision Marketing and CVS Media Exchange (CMX). Broad incumbents are Criteo and The Trade Desk.
Does Roundel have an API?
No public API is recorded for Roundel.
What industry is Roundel in?
Roundel's product category is Retail Media Network. Its primary akta.pro industry code is BPAFABAB, Digital & Programmatic Media Buying (Display, Video, CTV, Audio), with a secondary code of MPAAACAE, Programmatic Display & Retargeting (DSP). Its NAICS code is 541810 and its SIC code is 7311.