Roundel was founded as Target’s custom built advertising platform, providing a premium environment that wasn’t otherwise available to meet our standards. Today, we still stand on Target’s valuable first-party data, but the inventory and outcomes we deliver go far beyond Target.com.
Roundel uses real people data in a premium, brand positive environment to deliver measureable business outcomes to all advertisers.

We’re a modern media company that proves an age-old truth: People love a brand that knows what they like.
Being a part of Target has taught us a lot about media. Namely, that instead of disrupting people’s lives, media can deliver joy—when it’s done right.
For us, right means re-imagining the way the industry works today. It starts with seeing every customer as a guest and ourselves as a good host. One that promises to use everything it knows about people to anticipate what they’ll need—and delight them with it.
This requires striking a new balance between analytics and empathy, code and common sense, IQ and EQ. It rewards choosing platforms that reflect a brand’s long-term vision over chasing vanity metrics for quarterly reports.
In short, it’s the act of moving media forward by making it meaningful to all of us:
By offering people the right messages in the right places at the right times—in ways that prioritize their privacy, intelligence, and values.
By putting brands—and their products—in the best position to grow business, gain trust, and build lasting relationships.
By giving agencies a clear picture of where their clients’ ads run, who they reach, and why.
Because at Roundel™, we believe media works best when it works in everyone’s best interests.