Albertsons adds new channel to retail media network
Albertsons Cos. is providing advertising partners more touchpoints to reach its customers.
The Idaho-based grocery conglomerate’s Albertsons Media Collective retail media network is debuting Collective TV, a solution that enables participating advertisers to target, measure and optimize campaigns across streaming, digital video, and soon, linear TV.
Collective TV provides three flexible service channels for advertisers or publishers.
Premium offering channel: Brands can execute omnichannel video campaigns with measurement via iSpot ad measurement technology and access to premier video and connected TV (CTV) inventory with the Google Display & Video 360 marketing platform, including YouTube.
As part of working with Display & Video 360, advertisers can create shoppable YouTube video ads with Collective TV and deliver them across multiple inventory providers. Additional CTV inventory is available through FreeWheel, and personalized and localized dynamic content optimization across the premium channel offering is enabled through Clinch.
The launch of Collective TV comes on the heels of Albertsons Media Collective's partnership with Google and LiveRamp to market to streaming audiences with Display & Video 360's Publisher Advertiser Identity Reconciliation (PAIR) protocol. As an early adopter of PAIR, Albertsons Media Collective connects Albertsons’ shopper audiences with premium content, while leveraging LiveRamp's platform to enhance security and privacy.
- DIY CTV channel: Brands or agencies that work with The Trade Desk can access 80% of all premium CTV inventory, which includes Albertsons Media Collective’s first-party audience data and item-level closed-loop measurement for on and offline sales in a privacy conscious manner. Additional capabilities include weather and location data integration and marketing mix modeling integration. Linear audience reach extension will be available later this year via iSpot.
- Collective syndication channel: For publishers and streaming services that want to leverage Collective TV to offer extra audience members for their advertisers.
"Advertisers need a smarter, more effective way to execute CTV and video campaigns," said Kristi Argyilan, senior VP of retail media for Albertsons Media Collective. "With Collective TV, we’re removing the silos between publishers, demand-side platforms, and identity solutions by offering an outcome-driven TV solution that is flexible, scalable and measurable. With Collective TV, we’re taking the wonder out of TV advertising."
Albertsons offers advertisers targeted media opportunities
Albertsons Media Collective is a retail media arm initially launched by the grocer to deliver branded ad content to its shoppers in November 2021.
It is designed to open up native display and sponsored product inventory throughout the company’s websites. Media opportunities on the platform include advertising placements on Albertsons-owned properties such as its homepage, department, category, sub-category, email, search, app, and pharmacy, as well as on Albertsons’ off-site targeted ad placements.
Brand campaigns provide CPG advertising partners with access to positions across Albertsons Companies’ websites and apps. Total audience includes over 100 million consumers across the country, including more than 2,200 store locations and over 27 million members of the company’s Just for U loyalty program.
As of Dec. 2, 2023, Boise-based Albertsons Companies operated 2,271 retail food and drug stores with 1,726 pharmacies, 401 associated fuel centers, 22 dedicated distribution centers and 19 manufacturing facilities. The Company operates stores across 34 states and the District of Columbia with 24 banners including Albertsons, Safeway, Vons, Jewel-Osco, Shaw's, Acme, Tom Thumb, Randalls, United Supermarkets, Pavilions, Star Market, Haggen, Carrs, Kings Food Markets and Balducci's Food Lovers Market.