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11/15/2021

Albertsons delivers branded ad content to shoppers

Dan Berthiaume
Senior Editor, Technology
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Albertsons is launching the new Albertsons Media Collective.

Albertsons Companies Inc. is the latest retailer to digitally connect brands with its shoppers.

The grocer is launching Albertsons Media Collective, a retail media network designed to deliver digitally native, shopper-centric, branded content to its shoppers. Led by Albertsons senior VP of retail media Kristi Argyilan and developed in partnership with CitrusAd and Merkle, Albertsons Media Collective 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 will begin Feb. 27, 2022, and 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.

[Read more: Albertsons launches new app, loyalty program, delivery service]

Numerous other retailers have been developing omnichannel advertising platforms to more directly connect brands with their customers. In October, home improvement giant Lowe's unveiled One Roof Media Network, a retail media service designed in partnership with retail media technology and service providers CitrusAd and Criteo to provide a portfolio of omnichannel advertising services. The platform includes data-driven insights integrated with analysis of consumer behaviors and home category trends, as well as customized advertising products.  

In addition, consumer electronics chain Best Buy recently started enabling advertisers to use Criteo’s cross-retailer, self-service platform to reach online shoppers in the U.S. and Canada. Through sponsored products, the platform will help Best Buy customers further discover and purchase products. And Wakefern Food Corp., the nation’s largest retailer-owned grocery cooperative, recently began leveraging CitrusAd’s retail media technology for sponsored products and display ads across its desktop and mobile e-commerce sites. 

Furthermore, Walmart recently rolled out a demand-side platform for suppliers and their media and ad agencies in time for the 2021 holiday season. Initially announced during the introduction of the Walmart Connect media platform in January 2021, the Walmart demand-side platform (DSP) is a collaborative effort with independent demand-side platform The Trade Desk.

Meanwhile, Target launched its Roundel ad network in 2019 as a tool for CPG brands to create personalized digital ad campaigns aimed at Target customers. At least four other big-name retailers have launched similar digital third-party ad networks in the past year: Family DollarWalgreensKroger, and CVS.

“We are thrilled to be able to create a differentiated retail media network that will allow our customers to engage with the food and brands they love,” said Argyilan. “Albertsons Media Collective will further our goal of bringing brands and our customers together by delivering an unrivaled vendor and customer experience and truly reimagining marketing for what’s next.”

Albertsons Cos. operates stores across 34 states and the District of Columbia with more than 20 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.