Oura is accelerating its investments in Target’s Retail Media Network and reported a successful holiday season with the mass merchant, Jeremiah Linder, Vice President of Retail at Oura, told attendees at CES 2026 in Las Vegas this week.
Oura is a wearable health device that has sold millions of its ring product, which tracks metrics such as sleep, heart and metabolic health. The brand is growing at a rapid clip, reaching $1 billion in sales in 2025 — up from $500 million in 2024 — and it’s projecting $1.5 billion in sales for 2026. Part of how Oura achieved that sales growth, Linder said, is by improving its brand awareness at the 40 global retail stores where it sells its product.
Oura’s Sales at Target Increase Nearly 90% in 2025
The brand started selling its products at Target in April 2024 and uses its retail media network Roundel to bolster those sales. Oura finished 2025 with sales from its Target channel growing close to 90% year over year, Linder said, with half of those sales coming in November and December.
“We’ve seen a lot more people focused on self-care and looking for solutions,” Linder said. “[We had] huge success this holiday and Target was at the center of that.”
Part of how Oura drove those sales from Target was by increasing its marketing spend in Roundel, which allows brands to buy ads on product detail pages, within search results and other places. The retail media network recently debuted a tool dubbed Precision Plus, which integrates Target’s data with social media platform Meta, Google, Pinterest, the Trade Desk and TikTok. This allows better audience targeting at scale by combining consumer behavior on social media with Target’s customer data, according to Roundel.
“We use the Target retail data to drive the automatic AI driven optimization of media delivery in the Meta environment, so that it’s giving the right creative to the right audience in the right format automatically,” said Guthrie Collin, Vice President of Roundel Product, who also spoke on the panel.
As an example, Oura can tailor its creative to have a marketing message for a woman who is interested in family planning and use different creative geared toward male biohackers.
“Then also, getting more rich data and insights back so we can optimize and drive more efficiency through our media investment,” Linder said. “Ultimately, all of that gives us way more confidence to invest in channels like Roundel and Precision Plus.”
Oura Increases ROAS
While it’s still early days for Oura’s usage of the tool, overall the brand increased its Roundel investment 3X year over year, Linder said. Plus, its return on ad spend increased by about 30%. In short, things are working, Linder said.
“Part of that is natural kind of coinciding with growth for the overall business, but we’re accelerating our investment at a much higher rate than our growth,” he said.
As the manager of a paid media budget, Linder is judicious about where he puts his dollars and needs confidence that where he invests will deliver his target results. Artificial intelligence and retail media tools are improving, he said, and with that so is his confidence.
Panelists also emphasized the importance of using humans with AI and optimizing ad targeting for both online and in store audiences. When brands optimize their Meta ads for omnichannel sales, their ROAS is 51% higher than just optimizing for web sales, according to Alicia LeBeouf, Head of Industry, Retail and Ecommerce at Meta.
