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Albertsons opens retail media network to more brands

Albertsons Media Collective is partnering with Rokt.

A new partnership enables Albertsons Cos. to include products and services it doesn’t sell online in its retail media network offering.

The Idaho-based grocery conglomerate is teaming 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 its Albertsons Media Collective retail media network.

By adding non-endemic messages and offers to its existing advertising channels through the Rokt e-commerce solution, Albertsons hopes to broaden its advertiser mix, diversify revenue streams, and enhance the customer experience.

As part of the partnership, Albertsons will also serve its brand messages across Rokt's network of e-commerce retailers, including Kohl’s, Uber, AMC Theatres, Grubhub and Ticketmaster, to reach consumers when they are likely to engage. 

The collaboration with Rokt extends across 11 of Albertsons' portfolio brands, including the Albertsons, Safeway, ACME Markets, Vons, Jewel-Osco, Shaw's Supermarkets, Carrs and Star Market banners.

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.

Since its initial launch, Albertsons Media Collective has begun collaborating with marketplace advertising platform Pacvue and with global advertising technology platform The Trade Desk. More recently, Albertsons shared a preliminary framework to standardize specifications, methodologies, terminology and disclosures across retail media networks.

"This partnership allows us to complement our existing retail media network, the Albertsons Media Collective, with non-endemic ads—at scale," said Kristi Argyilan, senior VP, retail media, Albertsons Media Collective. "By leveraging Rokt's technology across our portfolio of brands and across the transaction journey, we will be able to drive customer loyalty and deliver an enhanced shopping experience."

"We're extremely pleased to partner with Albertsons to strengthen and expand the Albertsons Media Collective business," said Craig Galvin, chief revenue officer at Rokt. "By adding the delivery of relevant messages from non-endemic brand partners to the company's vast online consumer audience, Rokt will unlock new revenue and help Albertsons' portfolio brands delight their customers and deepen brand loyalty."

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.

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