Albertsons opens retail media network data with API, partnership
The retail media arm of Albertsons Companies Inc. is making it easier for CPG participants to measure campaign results.
Albertsons Media Collective, initially launched by the grocer to deliver branded ad content to its shoppers in November 2021, is launching an API that will enable advertisers to integrate campaign performance data into their own measurement models for analysis.
The new Albertsons Media Collective API enables advertisers to bring campaign data into their own measurement models for analysis, providing them with near-real-time access to performance data. Advertisers can choose the destination, including their own systems, agency or measurement partner. The API is now available for all participating advertisers.
"While retail media has seen incredible opportunity in expanded offerings to off-site channels, this landscape can also come with complexities for advertisers in understanding their return on investment," said Liz Roche, VP of measurement and media at Albertsons Media Collective. "Our latest API offering, coupled with a strategic partnership with TransUnion to begin to build a preferred partner catalog, allows us to meet this important demand, providing advertisers with a transparent way to understand and measure performance in one place, while also contributing to measurement standardization."
In addition, Albertsons Media Collective is partnering with TransUnion to offer its advertisers TruAudience marketing mix modeling (MMM) measurement. The network will provide campaign data to TransUnion’s TruAudience solution,
"Comprehensive marketing measurement is the key to unlocking the full potential of your marketing investments," said Matt Spiegel, executive VP of TruAudience Marketing Solutions at TransUnion. "Our partnership with Albertsons Media Collective empowers our clients to more accurately track and analyze the impact of their marketing efforts in retail media, so they can make data-driven decisions that maximize ROI and drive sustainable growth for their business."
Albertsons bolsters its retail media network
These latest enhancements follow three other new capabilities Albertsons has added to its retail media network in the past six months. These include integrating with Fetch, a rewards app that provides consumers with “Fetch points” when they submit receipts from partner brands and retailers.
[READ MORE: Albertsons integrates retail media network with rewards app]
Albertsons also debuted Collective TV, a solution that enables participating advertisers to target, measure and optimize campaigns across streaming, digital video, and soon, linear TV.
In addition, the grocer teamed up with AI- and ML-based personalization technology provider Rokt to let non-endemic brands (whose products and services are not sold online by Albertsons itself) reach and engage its e-commerce customers with targeted offers and messages via Albertsons Media Collective.
Albertsons sues Kroger for breach of contract, calls off merger
In other major news involving Albertsons, the company recently moved to terminate its merger agreement with The Kroger Co. and has filed a lawsuit suing the grocery store giant for breach of contract.
The move came the day after the U.S. District Court in Oregon and the King County Superior Court for the State of Washington granted regulators’ requests to block the $24.6 billion deal.
As of Sept. 7, 2024, Albertsons Companies operated 2,267 retail food and drug stores with 1,726 pharmacies, 405 associated fuel centers, 22 dedicated distribution centers and 19 manufacturing facilities. The Company operates stores across 34 states and the District of Columbia under more than 20 well known 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.
