UK e-commerce group THG has formed a partnership with advertising tech company The Trade Desk to provide advertisers with self-serve access to retail audience data from its beauty platforms.
Under the arrangement, advertisers and agencies using The Trade Desk’s Kokai media-buying system can tap audience segments built from shopper data across the Cult Beauty and LOOKFANTASTIC sites.
These segments cover the entire marketing funnel, including “high-value” and price-sensitive customers, intent-led browsers, and lapsed users across the nutrition, skincare, makeup, haircare, and fragrance categories.
The data can be deployed across the open internet through The Trade Desk’s omnichannel buying tools, spanning connected TV and audio.
Advertisers will also be able to link campaign activity to actual sales to evaluate return on ad spend.
THG retail media director Rachel Moss said: “We are extremely proud of how our retail media offering is evolving as we enter the next phase of our partnership with The Trade Desk.
“We are excited about what the next 12 months will bring for THG Beauty Media as we continue to expand and innovate.”
The move is part of THG Beauty Media’s plan to broaden its retail media and data offering by using insights generated from its online beauty retail businesses.
According to the press statement, LOOKFANTASTIC and Cult Beauty collectively reach millions of UK online beauty shoppers and offer brands closed-loop attribution at e-commerce scale.
THG said the collaboration allows brands to apply retail data across the funnel and extend campaigns across premium open-internet inventory.
The Trade Desk's data partnerships general manager Tim Abraham said: “This partnership enables advertisers to access event-level data to build custom segments and measure performance without the need for a retailer clean room.”
Last year, THG agreed to sell flavour manufacturing laboratory Claremont Ingredients to Nactarome Group for £103m ($136.8m) in cash.
The disposal of Claremont from THG Nutrition was intended to streamline operations, focus on core activities and support a shift towards a net cash balance sheet.
