How Target Leverages First Party Data for Its Partners
This isn’t a news item but still an interesting interview about how Target uses first party data to inform media buys by agency and vendor partners. They’re building a marketplace of targeted media buys without sharing actual customer identities. The piece also describes how Target uses second party data (allowing partners to match their data against Target’s without revealing customer identities), their martech buying practices (they enforce standards to ensure products can plug and unplug from their stack) and challenges with organizational silos (making it hard to reallocate funds across channels).