Albertsons extends retail media network via new partnership
Albertsons is expanding the accessibility of its customer base to advertisers.
The grocery conglomerate’s Albertsons Media Collective retail media arm is partnering with advertising technology provider Perion Network Ltd. to give advertisers the ability to activate against Albertsons’ purchase-based first-party audiences across Perion's display and digital out-of-home (DOOH) formats.
[READ MORE: Albertsons delivers branded ad content to shoppers]
According to the companies, this collaboration will help advertisers connect with more than 100 million verified shoppers throughout their purchase journey by delivering relevant, real-time offers and personalized content through immersive, high-impact ad formats, both online and in the real world.
"Our partnership brings together the three pillars marketers are demanding today: high-quality audience data, engaging ad formats and measurable outcomes," said Evan Hovorka, VP of product innovation for Albertsons Media Collective. "Together with Perion, we’re enabling advertisers to reach shoppers across the full journey from discovery to purchase with scale, impact and precision."
Advertisers will obtain AI-driven optimizations and closed-loop measurement for high-impact display, along with incremental sales measurement for DOOH.
In addition, Albertsons Media Collective recently began offering free, limited-time, curated packages to participating advertisers. The packages are designed to boost the effectiveness of their efforts to reach Albertsons shoppers, particularly during high-traffic retail moments such as Thanksgiving, the December holidays, New Year’s, Valentine’s Day and the Super Bowl.
Other initiatives Albertsons intends to launch to enhance its retail media network in 2025 include bringing together the insights that Albertsons Media Collective has in order to create automation around its main media planning process, as well as bringing more transparency to measurement.
"This partnership showcases the power of Perion’s differentiated ad tech to connect premium media, retail intelligence and AI-driven measurement," said Tal Jacobson, Perion’s CEO. "We’re unlocking new revenue streams by unifying retail data and high-impact media, giving marketers the confidence to invest and scale."
Headquartered in Boise, Idaho, Albertsons Companies operates more than 2,200 stores across 34 states and the District of Columbia under 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.
