Full-Service Growth Management
Advertising Execution
Marketplace Operations
Revenue Recovery Intelligence
Industries
Full-Service Growth Management
Advertising Execution
Marketplace Operations
Revenue Recovery Intelligence
Industries
TARGET ADVERTISING
Roundel is Target’s retail media network — built on 100 million+ Target Circle loyalty members and 165 million opted-in shopper profiles with verified purchase history. It reaches buyers on Target.com, the Target app, in-store, and across 150+ premium publishers through its Bullseye offsite network. It now extends to Google Shopping, Meta, Pinterest, CTV, and even ChatGPT. Roundel generated nearly $2 billion in value for Target in 2024 and is projected to double.
The Problem
Target’s shopper, the platform’s auction mechanics, and its advertising stack are fundamentally different from Amazon and Walmart. Brands that import Amazon strategies directly — keyword-heavy campaigns, aggressive ACOS targets, generic creative — consistently underperform. The reasons are structural.
THE TARGET SHOPPER ADVANTAGE
Roundel’s targeting is built on Target Circle — 100 million+ opted-in loyalty members whose real purchase behavior, life stage, category preferences, and brand affinities are known with a depth that cookie- based targeting cannot approach. These shoppers are authenticated, addressable, and measurable — online, in the app, and in-store.
What Eva Manages
TPAs are the highest-intent Roundel placements — appearing when shoppers search or browse Target.com and the app. Eva manages keyword architecture, bid strategy (conversion-optimised mode recommended over clicks or position-based), negative keyword discipline, and continuous performance refinement. Bidding is governed by true-value logic — calibrated to the second-price auction mechanics Target introduced in February 2025, not positionchasing that inflates CPCs.
Search Ads by Roundel capture Google shoppers actively searching for products and direct them to Target.com, the Target app, or a specific store. Placements appear on Google with Target’s retailspecific format and include local availability signals — showing the shopper which nearby Target has the item in stock. Eva manages these campaigns in coordination with Target Product Ads to ensure demand captured off-platform converts into Target sales.
Precision Plus is Roundel’s new AI-powered buying solution, launched to significant early results: 55% CPM reduction with simultaneous ROAS improvement. It integrates with Google, Meta, Pinterest, and The Trade Desk — using Target’s real-time guest signals to auto-optimise placements across platforms. Eva activates Precision Plus as the offsite layer coordinated with onsite TPAs — structured to align with awareness, consideration, and conversion goals, not run as a standalone brand awareness spend.
Roundel’s offsite network extends across 150+ premium publishers, CTV (91% of Target guests subscribe to streaming), social placements (Facebook, Instagram, Pinterest, Snapchat), audio, and digital out-of-home near Target stores. Eva coordinates Bullseye placements with onsite TPAs using Roundel’s three-channel coordination data: onsite + two offsite channels delivers 1.4x ROAS above baseline; a third offsite channel pushes it to 2.4x. Coordination is the lever — not more spend.
EVA VS STANDARD TARGET / ROUNDEL MANAGEMENT
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Capability
Eva Commerce
Standard Agency
Roundel coverage
TPAs + Search Ads + Precision Plus + Bullseye — full stack
Target Product Ads only
Bidding strategy
Conversionoptimised — calibrated to second-price auction mechanics
Position-based or ACOS targets
Precision Plus
Activated and coordinated with onsite — awareness to conversion goals
Not activated or set up without coordination
Offsite coordination
3-channel coordination — 2.4x ROAS multiplier vs. baseline
Not managed or run separately
Shopper intelligence
Target Circle firstparty data — purchase history, life stage, brand affinity
Generic demographic targeting
Creative approach
Brand storytelling calibrated to the Target shopper mindset
Amazon-style direct response repurposed
Cross-marketplace view
Amazon + Walmart + Target signals — total market share visibility
Target channel only
Inventory awareness
Low-stock SKUs suppressed before spend scales — same logic as Amazon
Not integrated with ad spend
Morinaga
Scaling Amazon Growth Across US and Japan with Eva’s Unified Commerce System
Cricket
The Cricket Company Doubles Amazon Ad Sales While Improving Profitability with Eva’s Commerce Growth System
Happy Products
Scaling Amazon Revenue and Profit with Eva’s Growth System
Maelys
Scaling TikTok Shop Revenue While Increasing Shopify Conversion and Profitability
Perupima
Scaling Shopify Revenue and Conversion with Eva’s Conversion Intelligence
View All Case Studies
Eva helped us align our Amazon operations across the US and Japan into one system. By connecting advertising, content, and inventory, we gained better visibility and control over performance.
This allowed us to improve conversion, stabilize operations, and scale more efficiently across both markets.
Teruhiro Kawabe
Chief Marketing Officer
Eva brought structure and intelligence to our Amazon advertising. By combining AI-driven optimization with expert execution, we were able to double our ad sales within six months while maintaining strong return on spend.
Tina Fichera
VP of eCommerce, The Cricket Company
I see Eva as the system that connects demand, ranking, and conversion across Amazon, Shopify, and TikTok. Their combination of AI and expert operators has significantly increased our visibility while improving profitability.
Juliette Fasset
CEO, Happy Products Inc.
“Eva helped us turn TikTok into a real revenue engine, not just a content channel.
What changed was the structure. Creator activity became measurable, scalable, and directly tied to revenue.
We moved from unpredictable spikes to consistent growth.”
Beth Milligan
Operations Director, Drybar
Eva enabled us to unify Amazon advertising, data, and execution into one system. This allowed us to scale demand efficiently while maintaining strong control over profitability across markets.
Linda Vargova
Head of eCommerce, MyProtein
Real outcomes from brands using Eva across Amazon, Shopify, and TikTok
Based on aggregated performance across Eva-managed brands
Roundel is Target’s retail media network — built on Target Circle’s 100M+ opted-in loyalty members with verified purchase history. Unlike Amazon’s self-serve advertising platform, Roundel blends onsite search placements (TPAs), Google Shopping integration, and an AI-driven offsite network (Precision Plus) across 150+ publishers. The audience data depth is comparable to Amazon, but the shopper profile — more affluent, design-driven, brand-loyal — and the platform mechanics are meaningfully different.
Target shifted from first-price to second-price auction mechanics in February 2025 — the same change Walmart made in 2022, which caused CPCs to drop ~55% and clicks to increase 134%. The implication is significant: brands still bidding for position rather than true keyword value are overpaying. Eva’s bidding approach is calibrated to second-price dynamics — setting CPC caps 30%+ above minimum bids with conversion-optimised mode to give the algorithm room to find the most efficient placements.
Precision Plus is Roundel’s AI-powered buying solution that extends Target’s first-party guest data across Google, Meta, Pinterest, and The Trade Desk. Early results show a 55% CPM reduction with simultaneous improvement in CTR and ROAS. Eva uses Precision Plus as the coordinated offsite layer that works alongside onsite TPAs — calibrated by funnel stage (awareness, consideration, or conversion) rather than run as standalone brand spend with undefined objectives.
Yes — and cross-marketplace management is a direct performance advantage, not just operational convenience. Eva sees which SKUs have velocity, which product attributes drive conversion, and how total market share shifts across all three channels simultaneously. Amazon bidding expertise — particularly understanding second-price auction dynamics that Target adopted in 2025 — applies directly to Target campaign management. The intelligence compounds across channels.
Get Started
We manage the full Roundel stack — onsite TPAs, Search Ads, Precision Plus, and the Bullseye network — coordinated with your Amazon and Walmart strategy for total market share visibility.
