Dollar General cloud-enables retail media network
Dollar General is shifting its retail media arm to the cloud.
Initially launched in 2018, the Dollar General Media Network (DGMN) offers participating CPG advertising partners access to real-time data, to help them serve its customer base. Dollar General is now deploying the API-enabled Kevel Retail Media Cloud platform.
As a result, the discount giant intends to develop tailored ad products that align with its brand and customer experience, maintain full control of first-party data, and offer participating advertisers advanced measurement and attribution analytics.
"We're excited to partner with Kevel to take our retail media offerings to the next level," said Natalie Ong, director of DG Media Network operations. "By utilizing Kevel's flexible, API-based solution, we have enacted the basis for scalability and advancement of our retail media network while enhancing our ability to create custom ad experiences that resonate with our customers."
[READ MORE: EXCLUSIVE Q&A: Dollar General unifies data to help target CPG ads]
Dollar General also seeks to create seamless integrations across various digital advertising touchpoints, including website, mobile app, and in-store displays.
"Dollar General's decision to partner with Kevel underscores the growing trend of retailers taking control of their retail media technology," said James Avery, founder & CEO of Kevel. "We're thrilled to support their journey in maximizing the potential of their retail media network."
Dollar General partners to expand DMGN functionality
Other collaborations Dollar General has entered to enhance the value of DGMN include partnering with Fetch, a rewards app that provides consumers with “Fetch points” when they submit receipts from partner brands and retailers. Brands participating in DGMN can now leverage Fetch to help drive incremental consumer purchasing behavior with rewards-based advertising.
The retailer also partners with experiential marketing platform Recess to let advertisers hyper-target the retailer’s customers through community-driven sampling programs. Participating DGMN brands can integrate products into consumers' daily lives before they enter the store and advertisers can execute experiential sampling programs in targeted communities.
In 2024, the discounter integrated with retail media platform provider Criteo to provide DGMN advertisers access to inventory and campaign execution through flexible integrations with Criteo's Commerce Max self-service demand-side platform (DSP).
As of January 31, 2025, Dollar General Corp. operated 20,594 Dollar General, DG Market, DGX and pOpshelf stores across the U.S. and Mi Súper Dollar General stores in Mexico.
