THG Beauty Media and The Trade Desk announce strategic data partnership
THG Beauty Media has partnered with The Trade Desk to make first-party audience segments from THG brands, including Cult Beauty and LOOKFANTASTIC, directly accessible for programmatic activation. The collaboration gives advertisers streamlined access to high-value beauty consumer data for targeting and measurement on the open internet.
Direct access to high-value consumer data
Advertisers and agencies can now buy audience segments derived from transactional and behavioral signals across THG’s beauty sites. Segments reflect shopper behavior, purchase intent and product affinities, enabling audience-based buys without needing complex clean room integrations. This is first-party data and audience segmentation designed for use in The Trade Desk’s platform, preserving privacy controls while exposing granular retail signals.
Powering performance across the open internet
The data is activatable across CTV, audio, display and mobile via The Trade Desk. Media buyers can plan omnichannel campaigns that reach beauty shoppers off-platform, measure outcomes and optimize toward return on ad spend. Using programmatic pipelines, campaigns gain scale and transparency while retaining retailer-sourced precision. Measurement workflows in The Trade Desk support attribution and performance reporting that agencies rely on for ROAS analysis.
Driving the future of retail media data
The partnership signals a shift in retail media: premium retailer audiences are becoming easier to activate across programmatic inventory without being confined to one walled garden. For brand advertisers, the practical value is clearer targeting, more consistent measurement and simpler activation paths. For the industry, it underlines a move toward interoperable, privacy-aware data partnerships that make retail first-party data more usable at scale.
Action for media teams: review available THG audience segments in The Trade Desk, run controlled tests across CTV and display, and compare incremental ROAS versus existing channel mixes.
