Target is taking its marketing talents mainstream. After quietly creating its own "guest access" platform, which offers targeted marketing opportunities for Target vendors last year, the retailer is now opening the product up to all national advertisers. The Minneapolis-based company will host a launch party Thursday afternoon in Manhattan to announce the program's expansion to advertisers beyond those found on Target shelves, including automotive brands, financial firms and travel companies.
"What we have packaged is access to our guests," said Kristi Argyilan, who joined Target two years ago as senior VP-media and guest engagement. "We use first-party data for a very active shopper who has a ring of influence that is important—there are a lot of marketers that would love the opportunity to be able to place ads in front of those consumers," she said. Competitors like Amazon and Walmart also operate similar offerings for advertisers.