Performance marketing agency Connected Interactive has entered into what it calls “a first-of-its-kind” integration with The Trade Desk to bring more retail data to the programmatic buying platform.

The new integration gives advertisers on The Trade Desk access to custom audience segments based on retail purchase data from Moneris. That means the segments will be based on data from more than 325,000 merchant locations across Canada, giving advertisers on The Trade Desk access to custom audience segments based on offline card transaction data.

Jay Goebel, general manager of data partnerships at The Trade Desk, describes this kind of retail data as being highly in demand for advertisers that want to close the loop between in-store sales and their ad spend.

“With hundreds of different categories covering purchase behavior amongst Canadian consumers, this is the most comprehensive set of audiences available for retail behavior in Canada,” says Connected Interactive founder and president Lyle Wagner, adding that having them available in The Trade Desk makes them more accessible to digital marketers and brands.