Albertsons links to third-party media marketplace

Dan Berthiaume
Senior Editor, Technology
Dan Berthiaume profile picture
Albertsons is teaming up with a marketplace ad platform.

Albertsons Companies Inc. is extending the reach of its retail media network via a new partnership.

The grocery giant’s Albertsons Media Collective retail media network is collaborating with marketplace advertising platform Pacvue. CPG advertisers and their agencies can now leverage Pacvue to create, execute and manage sponsored product advertising campaigns on the Albertsons network, supported by the CitrusAd open API which connects Pacvue to various Albertsons banners’ e-commerce sites.

Initially launched in November 2021 and developed in partnership with CitrusAd and Merkle, Albertsons Media Collective delivers digitally native, shopper-centric, branded content to the grocer’s shoppers. 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.

Now, Pacvue clients can expand their advertising to Albertsons’ network while continuing to leverage Pacvue to holistically manage their campaigns across all retail media networks with consistent performance data, flexible reporting, and smart optimizations. 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.

Grocery retailers open customers to targeted ads
Albertsons is one of several major grocery players that is directly partnering with CPG advertisers to deliver targeted ads to consumers as they make purchase decisions. Kroger’s media advertising business, Kroger Precision Marketing (KPM), collaborates with multi-platform media company Meredith Corp. to offer an integrated media service that provides brand advertisers with closed-loop sales data from Kroger to leverage in campaigns across Meredith’s portfolio of food and lifestyle properties, including Allrecipes, Real Simple, EatingWell, People, Better Homes & Gardens, and Southern Living.

And 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. Roundel helps advertisers connect directly with Target's customers through personalized, relevant marketing messages across Target's owned platforms and hundreds of select off-platform channels.

"We are continuously looking for ways to grow and enhance our media network so our customers can engage with the food and brands they love,” said Kristi Argyilan, senior VP of retail media at Albertsons Cos. “Through this new partnership with Pacvue, we are giving even more brands the opportunity to connect with more customers with relevant and inspiring content,"

"We are thrilled to partner with Albertsons Media Collective and expand the availability of retail media on this high-demand channel to our clients," said Melissa Burdick, president of Pacvue. "Together with CitrusAd, we're offering the scale, coverage, and unified technology that advertisers need to compete in omnichannel retail."

As the retail media arm for Boise, Idaho-based Albertsons Companies, Albertsons Media Collective can reach consumers in more than 2,278 locations across 35 states. Albertsons 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.