Dollar General unifies onsite and offsite ad inventory access
Dollar General is enlisting the help of two partners to provide advertisers on its retail media network a single way to conduct campaigns across the customer journey.
The discount retailer is collaborating with retail media infrastructure provider Kevel and cloud-based demand side platform (DSP) The Trade Desk to combine its onsite inventory from its Dollar General Media Network (DGMN) retail media arm with offsite activation across the open Internet.
For the first time, Dollar General advertisers will have access to onsite and offsite inventory within a unified framework that supports both managed service and self-service activation. Brands and agencies will be able to execute full-funnel strategies spanning onsite and offsite channels including connected TV, digital audio, and onsite retail display and video, with consistent reporting and measurement.
"This is a meaningful step forward for our brand partners and for DG Media Network," said Austin Leonard, VP & GM of DG Media Network. "For the first time, advertisers working with DGMN can plan, activate, and optimize reach and frequency across both onsite and offsite inventory within The Trade Desk, giving them a more complete, efficient path to reaching Dollar General shoppers throughout their entire journey."
The Trade Desk enables offsite activation, with the entire process supported by Kevel’s retail media technology. Dollar General initially deployed the API-enabled Kevel Retail Media Cloud platform in May 2025 to develop tailored ad products, maintain full control of first-party data, offer participating advertisers advanced measurement and attribution analytics, and create seamless integrations across various digital advertising touchpoints.
[READ MORE: Dollar General cloud-enables retail media network]
"At Kevel, we believe the future of retail media depends on flexibility and interoperability," said James Avery, founder & CEO at Kevel. "Onsite and offsite have operated as separate worlds, and advertisers have had to piece together performance from disconnected systems. This collaboration with Dollar General and The Trade Desk changes that and creates something fundamentally new."
Testing with managed service campaigns starts in June 2026 and the integration with Dollar General and The Trade Desk is expected to be available to mutual clients in the third quarter of 2026.
“This collaboration represents a meaningful step forward for advertisers, retailers, and the broader media ecosystem,” said Matthew Fantazier, VP of data partnerships at The Trade Desk “For years, the industry has talked about the disconnect between onsite and offsite activation as a barrier to true full-funnel execution. By bringing these together with unified measurement, this approach helps remove that barrier – giving advertisers a more complete view of performance and the ability to drive measurable, incremental outcomes across the entire path to purchase.”
As of Jan. 30, 2026, Dollar General Corp. operates 20,893 Dollar General, DG Market, DGX and pOpshelf stores across the U.S. and Mi Súper Dollar General stores in Mexico.
