THG has announced a new partnership with ad tech provider, The Trade Desk, to build out its retail media offering, THG Beauty Media, with enhanced technology, customer insight and data capabilities.

The partnership aims to “democratise” data within the Retail Media Network (RMN), allowing advertisers and third-party brand partners access to THG brands’ data across Cult Beauty and LOOKFANTASTIC on a self-serve basis. For the first time, media buyers will be able to access THG’s segments from Cult Beauty and LOOKFANTASTIC on The Trade Desk’s media-buying platform, Kokai.

Designed to meet growing demand for increasingly personalised RMN campaigns, advertisers will have direct access to a variety of quality audience segments across the full funnel. These will range from high-value and budget shoppers to intent-driven browsers and lapsed audiences spanning nutrition, skincare, make-up, haircare and fragrance categories.

This will allow marketers to tighten precision targeting for brand building and performance objectives, as well as optimising measurement of media activity against sales, closing the loop for attribution and improving ROAS.

“We’re extremely proud of how our retail media offering is evolving [following] investment in marketing services to strengthen and modernise our proposition,” said Rachel Moss, Retail Media Director at THG PLC. “We’re excited about what the next 12 months will bring for THG Beauty Media as we continue to expand and innovate.”

“As data continues to play a pivotal role in marketing strategies, our partnership with THG presents an incredible opportunity for advertisers to improve the effectiveness of their ad spend,” said Tim Abraham, GM of Data Partnerships at The Trade Desk.

Abraham went on to say that the move will also offer access to its proprietary AI to “accurately reach the right customers based on real purchase behaviours and optimise media towards sales.” He added this would create a “win-win” for both marketers and shoppers.