The Trade Desk adds Seven-Eleven Japan retail data
Seven-Eleven Japan operates around 22,000 convenience stores nationwide and serves approximately 20 million customers each day
The Trade Desk has integrated retail purchase data from SEVEN-ELEVEN JAPAN CO., LTD. into its advertising platform, allowing advertisers in Japan to programmatically activate the retailer's purchase data across digital channels. The capability is now available to all advertisers using the platform in Japan.
The integration gives brands access to audience segments built from the purchasing behaviour of approximately 28 million 7-Eleven App members. It represents one of the first large-scale integrations of Seven-Eleven Japan's retail purchase data with a demand-side platform (DSP), supporting campaign activation across the open internet, including connected TV (CTV), over-the-top (OTT), audio and display advertising.
Purchase data supports audience targeting
Seven-Eleven Japan operates around 22,000 convenience stores nationwide and serves approximately 20 million customers each day. Advertisers can access audience segments based on demographic characteristics and purchase behaviour across multiple product categories.
The segments are built using up to one year of purchase history from ID-POS data. Advertisers can also work with Seven-Eleven Japan to develop custom audience segments tailored to specific brands and campaigns.
API integration streamlines data activation
The collaboration is designed to simplify access to retail purchase data, an area that has traditionally been fragmented in Japan. Through an API integration, Seven-Eleven Japan's data is regularly refreshed and made available within The Trade Desk platform, allowing advertisers to plan, activate and optimise campaigns through a single workflow.
The platform uses artificial intelligence to convert retail purchase signals into audience segments that can be activated across digital channels and refined over time to improve campaign performance.
Retail media infrastructure evolves
Kei Majima, General Manager, Japan, The Trade Desk: "Japan's retail media ecosystem is entering a new phase. We are excited to bring this initiative to market, expanding access to one of Japan's most extensive retail data offerings for omnichannel advertising. As the industry evolves, the ability to programmatically activate high-quality data will be critical to driving performance and accountability in digital advertising. By integrating high-quality purchase data from SEJ, one of Japan's largest convenience store chains, directly into our platform, advertisers can now engage audiences more precisely and efficiently across channels, helping to unlock the full potential of retail data for advertisers in Japan."
Focus on scalable retail media
According to The Trade Desk, the integration reflects a shift in Japan's retail media market from project-based data activation to an infrastructure-based approach that supports continuous audience engagement.
The company said the integration enables retail data to be refreshed and activated on an ongoing basis while supporting privacy-conscious data use. It also aligns with broader industry efforts to make retail data more accessible for advertising through standardised and scalable technology.
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