Case Study: Target Australia achieves higher conversions with The Trade Desk and OMD

Unified ID 2.0 helps Target Australia grow its business

Target Australia, working with agency OMD, needed a cost-efficient way to grow sales and reach new audiences during challenging economic conditions. The Trade Desk supported the effort with its UID2 solution, helping Target reduce dependence on third-party data while preparing for a cookie-less future.

The Trade Desk and OMD onboarded Target’s first-party CRM audiences into the DSP, built lookalike audiences, and used Audience Predictor to expand reach to likely shoppers. The campaign delivered a 66% higher conversion rate and a 36% lower cost per acquisition than third-party audience targeting, with Target and OMD planning to continue using first-party data and UID2.

OMD

Kate Long

Activation Director