The Trade Desk (TTD) — Retail Media Partner – April 27, 2024
The Trade Desk and foodpanda announced a new partnership. foodpanda is a food and grocery delivery company that operates in Hong Kong, Taiwan and a few other Asian markets. As part of the relationship, The Trade Desk is providing tools from its Retail Media suite to unleash foodpanda’s first party data. The goal is to sharpen targeting and measurement, while making more of foodpanda’s impressions openly biddable to raise returns. Together, they’ll also offer foodpanda’s ad customers real time conversion data to tweak and optimize campaigns on the fly. In a beta test last year, the partnership delivered an 81% boost to conversions for Unilever’s Knorr brand. 87% of the total conversions from the campaign were also new customers for Knorr.
This partnership is just one piece of positive news in a sea of momentum for TTD’s retail media business. Whether it’s Macy’s, Walmart, Walgreens, Home Depot or any more, the company is powering the modernization of customer acquisition for most of the sector at this point. While foodpanda isn’t as large as other partners mentioned, it still did $11 billion in 2023 revenue.
