US retailer Target has rebranded its media network as Roundel, as it seeks to remodel its ad business and challenge Amazon's dominance in the sector. Roundel will move significant resources to its in-house media company, while also expanding beyond its on-site and in-store advertising offerings by working with brands outside of those currently selling on Target.com. Target has joined Walmart in announcing an overhaul of its ad model, in an effort to combat Amazon's rapid growth, after the e-commerce company doubled its ad business to over $$10 billion last year.
US retailer Target has rebranded its media network as Roundel, as it seeks to remodel its ad business and challenge Amazon's dominance in the sector. Roundel will move significant resources to its in-house media company, while also expanding beyond its on-site and in-store advertising offerings by working with brands outside of those currently selling on Target.com. Target has joined Walmart in announcing an overhaul of its ad model, in an effort to combat Amazon's rapid growth, after the e-commerce company doubled its ad business to over $10bn last year.