Dollar General partners to enhance retail media capabilities
Dollar General is implementing a third-party demand-side platform to boost the reach of its retail media network.
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. Now, Dollar General is partnering 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).
In one targeted effort, Dollar General will onboard first-party data, in-store sales data, and omnichannel shopper signals to help advertisers communicate with hard-to-reach rural shoppers across its owned and operated properties.
Advertisers will also have direct access to DGMN inventory within their private market via the Criteo Commerce Yield retailer monetization platform. While the majority of Dollar General purchases are in-store, the company says it also receives a significant amount of web traffic from customers who build their lists online before making their weekly purchases.
Leveraging Commerce Max, advertisers will be able to reach shoppers during this online consideration phase of the shopping journey. Criteo will also provide an in-store sales integration within Commerce Max, which equips CPG brands and agencies with omnichannel insights into whether sales take place in-store or online.
The partnership currently supports Dollar General's onsite sponsored ad offerings, with plans to extend access to newer ad formats later in 2024.
Dollar General collaborates on retail media network
The new agreement with Criteo is the latest in a series of partnerships Dollar General has entered to improve the functionality of DGMN. These include an initiative enabling advertisers reach the discount giant’s more than 90 million unique customer profiles across the Meta ecosystem, including Facebook and Instagram.
Dollar General also offers DGMN with strategic technology partners including independent demand-side platform The Trade Desk; Live Ramp for data collaboration including advanced data clean room capabilities; Google Ad Manager for onsite and in-app inventory management; and Goodway Group for digital media strategy, planning and buying.
"Since launching Dollar General Media Network in 2018, we have made notable investments to continually evolve and grow," said Charlene Charles, head of DG Media Network operations. "Our partnership with Criteo is an extension of our commitment to our customers, particularly those in hard-to-reach, rural areas, creating more meaningful connections to better serve the communities in which we operate."
"Our latest partnership with Dollar General Media Network brings yet another opportunity for agencies and brands that are looking to capitalize on retail media's immense growth, while simultaneously strengthening our network of retailer media providers," said Sherry Smith, executive managing director, Americas at Criteo. "As we continue our work to unify the retail media ecosystem across online and offline channels and provide streamlined offerings to brands, we are excited to empower Dollar General Media Networks' partners to reach high-intent shoppers in real-time and optimize their omnichannel campaigns."
As of May 3, 2024, the company operated 20,149 Dollar General, DG Market, DGX and PopShelf stores across the United States and Mi Súper Dollar General stores in Mexico.