The Trade Desk x Retail: ABM Campaign
Giving Aussie retailers more ownership over advertising that keeps their business growing.
Business Challenge
Australian retailers want to grow, yet most marketing spend is still locked into walled gardens — where biased measurement and limited visibility prevents it.
Market Insight
Retailers aren’t looking for more media metrics. They’re seeking actionable insights and incremental growth.
Brand Proposition
We positioned The Trade Desk as the advertising platform for retailers to have more control over their business growth — by truly making the most out of their greatest asset aka their shopper data.
Messaging Strategy
As the lead copywriter on this project, I translated insights from the business team to key messages that speak to retailers’ top priorities — incrementality, insights, and growth.
Retailers’ Challenge:
Retailers are investing in off-site media, but can't connect ad spend to real business outcomes.
The Trade Desk’s Solution:
Full-funnel measurement that ties ads and media directly to real business outcomes — so they finally see what's working.
Key Message #1
Turn ad spend into business clarity
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Retailers’ Challenge:
They struggle to justify off-site spend due to fragmented channels — making it hard to prove incrementality.
The Trade Desk’s Solution:
Real-time, transparent reporting with the ability to measure incremental lift, not just attributed conversions.
Key Message #2
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Go beyond last-click attribution to drive incremental growth
Retailers’ Challenge:
They have rich first-party data but it can stay locked within their walled gardens — limiting their ability to grow further.
The Trade Desk’s Solution:
Activate first-party data beyond owned platforms, without losing ownership or control to drive growth.
Key Message #3
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Own the value of your first-party data across the open internet
Key Message #4
Retailers’ Challenge:
They’re running ads in silos — missing opportunities to drive stronger ROAS without campaign optimisation.
The Trade Desk’s Solution:
A unified omnichannel strategy that connects channels to reduce ad waste and make every ad dollar work harder.
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Make every ad dollar work harder with an omnichannel strategy
Retailers’ Challenge:
They’re buying media on owned platforms — where their growth isn’t a priority due to conflicting incentives.
The Trade Desk’s Solution:
An independent media buying platform with no owned inventory — where retailers’ growth is the only priority.
Key Message #5
Buy on a platform that works for you, not its own inventory
