THG Beauty Media has partnered with global ad-tech platform The Trade Desk to offer retail audience data from LOOKFANTASTIC and Cult Beauty to advertisers on a self-serve basis for the first time.
This partnership enables agencies and brands to access THG’s audience segments directly through The Trade Desk’s Kokai platform and activate them across the open internet. As demand grows for personalised, transparent, and high-performing campaigns based on real commerce signals, Tim Abraham, GM of data partnerships at The Trade Desk, calls this “an incredible opportunity for advertisers to help improve the effectiveness of their ad spend.”
Brand-building opportunities
Advertisers will be able to tap into a wide range of beauty and wellness audience groups, from high‑value and budget shoppers to lapsed customers and intent‑driven browsers across skincare, makeup, nutrition, haircare and fragrance. The companies say the move will support both brand‑building and performance goals, enabling more precise targeting and measurement tied to actual sales.
Rachel Moss, retail media director at THG, said the partnership marks the next phase of THG Beauty Media’s expansion. “Over the past year, we’ve welcomed several new partners and increased our investment in marketing services to strengthen and modernise our proposition. We’re excited about what the next 12 months will bring as we continue to expand and innovate.”
How it works
Through The Trade Desk, marketers can activate campaigns across channels such as connected TV and digital audio, applying THG’s retail data throughout the marketing funnel. Tim Abraham stated that the collaboration provides advertisers with “event-level data to build custom segments and measure performance without the need for a retailer clean room,” which enables more accurate optimisation toward sales outcomes.
The move builds on THG Beauty Media’s growing retail media offering, combining ecommerce scale from LOOKFANTASTIC and Cult Beauty with in‑house creative capabilities and closed‑loop attribution. The two retailers’ complementary audiences – from trend‑seeking beauty fans to more discerning shoppers – offer brands broad reach across the beauty spectrum.
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