Video ad expansion Roundel is expanding into premium video through partnerships with DirecTV Advertising and a growth focus on TV-to-digital measurement, presenting an opportunity to upsell advanced video, cross-channel measurement, and premium inventory deals to brands seeking omnichannel impact.

First-party data leverage Roundel emphasizes using Target’s first-party shopper data and launches AI-driven features like Precision Plus to optimize offsite campaigns, offering a compelling sales angle for brands looking to improve targeting, attribution, and ROAS with retail data.

Strong revenue momentum With Q2 2026 ad revenue of $279 million and year-over-year growth of 28.6%, Roundel demonstrates solid financial performance and scale, enabling upsell discussions around larger budgets, longer-term partnerships, and more comprehensive retail media ecosystems.

Strategic leadership shifts Leadership movements, including senior departures and new appointments, signal ongoing evolution in retail media strategy, offering a doorway to positionRoundel as the preferred partner for innovative campaigns and senior-level collaboration with brands.

Commerce ecosystem partnerships Active partnerships across The Trade Desk, OpenAI, and DIRECTV Advertising, plus integration with Target guest insights, create cross-platform opportunities to offer integrated commerce media solutions, measurement, and data-driven storytelling for advertisers.