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Is Trade Desk (TTD) Quietly Rewriting Its Data Advantage With THG’s Beauty Partnership?
On 16 February 2026, THG Ingenuity, part of The Hut Group, announced a partnership with The Trade Desk that makes audience segments from Cult Beauty and lookFANTASTIC available self-serve across The Trade Desk’s Kokai platform for omnichannel digital campaigns.
This agreement gives advertisers access to high-quality retail commerce data across beauty categories, enabling more personalised targeting and closed-loop measurement against actual sales outcomes.
We’ll now examine how this new...