by John Russel Jones

Macy’s, Inc. has announced a partnership with global advertising technology leader The Trade Desk that will bring customers from its Macy’s and Bloomingdale’s brands via its in-house media publisher Macy’s Media Network (MMN) to advertisers for off-site digital media plans. This marks the first time that MMN has coordinated an audience partnership with a demand-side platform, and its audiences will be available on The Trade Desk for all advertisers, including brands whose products are sold at Macy’s and Bloomingdale’s.

Macy’s Media Network can provide advertisers with exposure to 42.7 million active shoppers at Macy’s and 4.1 million at Bloomingdale’s. According to SimilarWeb, is the No. 1 visited fashion and apparel site in the U.S. Combined with The Trade Desk’s reach of more than 100 million households and premium inventory from leading publishers including streaming TV, this partnership creates an unparalleled ability for advertisers to effectively connect with consumers across a wide array of digital media.

“Macy’s, Inc’s globally recognized brands – Macy’s and Bloomingdale’s – have been built on a foundation of strong consumer relationships that create life-long loyalty,” said Melanie Zimmermann, vice president of Macy’s Media Network. “By working with The Trade Desk, we are empowering advertisers to optimize their media campaigns with a highly desirable and engaged audience set. We are excited to partner with the world’s leading advertisers to make their media matter.”

Macy’s Media Network represents the first national apparel retailer in The Trade Desk’s retail audience offering.

“Macy’s, Inc. is among the world’s renowned retailers with iconic brands like Macy’s and Bloomingdale’s. And giving all advertisers the opportunity to layer on shopper and purchase insights from these retailers will help inform their media buys,” said Ben Sylvan, GM of Data Partnerships, The Trade Desk. “This partnership enables brands to buy tailored ads across the open internet, including connected TV, and drive efficiency to make the most of their advertising investments.”