EXCLUSIVE Q&A: Albertsons builds on success of in-house media network
How are customers responding to getting highly targeted advertisements?
MW: Our customers are responding positively, and we are able to reach them digitally in our store and on our owned and operated properties.
LR: We measure the effectiveness of all our campaigns with customers, and then we have joint business planning goals with our CPGs to make sure we're delivering against their larger initiatives as well.
Are there any future plans you can discuss for the media collective?
MW: This year we have a robust roadmap to drive our efficiency and also our effectiveness. Efficiency boils down to how quickly can we get to market to solve our clients’ needs, while efficiency comes down to results in driving sales or incremental volume of units.
I’m also excited about bringing together the insights that Albertsons Media Collective has in order to create automation around our main media planning process, which will deliver quicker insight and performance for our clients.
LR: Albertsons is also focused on bringing more transparency to the measurement process. We have a few big announcements that we just rolled out. One is our partnership with TransUnion to enable our CPG clients to measure their media more effectively.
We also have API access to campaign-level results for our partners. The name of the game is making sure that they can be efficient; that they can access an API and also understand the results, with Albertsons being as transparent as possible.
In 2025, bringing media and measurement together at Albertsons Media Collective is a huge strategic move. It incorporates the retail media side as well as merchandising, and we have a lot of plans to continue breaking down these silos to deliver a better experience to our shoppers and better results for our clients.