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04/15/2021

Family Dollar debuts new third-party digital ad network

Dan Berthiaume
Senior Editor, Technology
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Another major retailer is enabling advertisers to digitally target its customers.

Dollar Tree Inc. is introducing Chesapeake Media Group, its new retail media network. The platform allows participating brands to engage with Dollar Tree’s customers in a personalized and ultra-targeted digital experience. Leveraging insight and analytics, advertisers can instantly connect with shoppers in an effort to affect purchase decisions in real-time.

Dollar Tree’s Family Dollar banner is partnering with Swiftly and Aki Technologies to support the new digital platform, which offers fully managed services through ad placements on the Family Dollar mobile app and e-commerce site.

Chesapeake Media Group will offer CPG brands dynamic ad placements, targeted content, sponsored searches, and product recommendations; as well as full-funnel solutions and closed-loop reporting. Key strategies include promoted items, category takeovers, brand experiences, premium advertisements and coupon placements, personalized videos, static interstitial advertisements, expandable rich media and standard banners, along with analytics designed to optimize performance to maximize results.

At least four other big-name retailers with a sizable CPG assortment have launched similar digital third-party ad networks in the past year: Walmart, Walgreens, Kroger, and CVS.

“Brands will be able to directly reach millions of families across America through a variety of digital options made possible through our newly-formed retail media network, Chesapeake Media Group, powered by Swiftly and Aki,” said Richard McNeely, enterprise chief merchandising officer, Dollar Tree. “We are excited to provide our CPG brand partners with an efficient, one-stop-shop to instantly engage with their customers through an innovative, tailored approach.”

Dollar Tree operated 15,685 stores across 48 states and five Canadian provinces as of January 30, 2021. Stores operate under the brands of Dollar Tree, Family Dollar, and Dollar Tree Canada.