Target's Retail Media Growth Highlights an Expanding Profit Lever

Target Corporation's TGT retail media business, Roundel, remained a notable growth driver in the second quarter of fiscal 2026. Management said gross billings from Roundel increased nearly 20% year over year. Non-merchandise sales grew 20.1%, with Roundel among the businesses driving that strength. The company reported $279 million in advertising revenues for the quarter compared with $217 million in the year-ago period. Advertising revenues for the first half increased to $525 million from $379 million. Target said these revenues primarily reflect advertising services provided through its Roundel digital advertising business. Roundel's importance is becoming more visible in Target's profit mix.