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Fresh approach to programmatic marketing as Meredith Corporation and The Trade Desk take on grocery shopping

Programmatic solutions for the digital shopper seeking fresh information are at hand with the announcement that marketing and media powerhouse Meredith Corporation has partnered with The Trade Desk, Inc. , a global technology platform, in order to launch the first-ever digital programmatic solution for digital shopper marketing.

Meredith Corporation

The Trade Desk will have exclusive access to Meredith's programmatic shoppable display inventory on Allrecipes.com, with its 45m monthly unique visitors, as well as across Meredith Digital's network of sites, including Bhg.com, Shape.com, and MarthaStewart.com.

"At Meredith, we reach millions of grocery shoppers every day who are about to set foot into a store, and we have first-party data that gives us unique insight into their grocery shopping behavior," said Chip Schenck, VP of data & programmatic solutions at Meredith Digital. "Helping advertisers leverage our data and deep audience insight, alongside their own data, to target shoppers at different points of their journey is the next phase of data-driven marketing."

Meredith's shoppable display media enables advertisers to leverage a combination of audience behavioral insights, SKU-level product data, retail store locations, local weather, and geo-targeted promotions, coupons and discounts for products at local retailers to build consideration and drive in-store purchase.

"It's truly remarkable to see the impact standard display units can deliver when they are powered by relevance, and this example underscores the unique capabilities and wealth of data Meredith brings to the table," said Sarah North, a programmatic buyer at Empower MediaMarketing, an independent media agency with expertise in programmatic media and shopper marketing. "We work hard to deliver results for our clients, and this new solution opens up a whole new channel for effective digital shopper marketing."

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