Giant Eagle in new retail media network partnership

Giant Eagle Inc. is linking its in-house retail media network to the third-party Rippl data and media collective.

The regional food, fuel and pharmacy retailer, which in September 2023 rolled out “closed loop” reporting for Leap Media Group, its internally-developed retail media network that taps into its myPerks loyalty platform, has joined the Rippl data and media network.

Rippl is a collaborative effort among regional grocers, convenience stores, and their advertisers. Leveraging cookie-less identity resolution technology from Bridg, a division of Cardlytics, Rippl provides advertisers with a single access point to a national footprint of 70 million-plus individual shopper profiles (loyalty and non-loyalty) with SKU-level purchase data and enriching attributes. 

As a result, participating advertisers can now tailor audiences based on actual product preferences, execute single campaigns across multiple retailers, and consistently measure campaign performance across an aggregated data set that is now the fifth-largest provider of grocery and convenience store first-party, verified shopper data in the U.S. 

Other third-party partnerships that Leap Media Group has entered include offering Chicory’s Contextual Recipe Targeting advertising solution in the Leap portfolio.

Rippl also provides advertisers the opportunity to use identity solutions like Unified ID 2.0, enabling access to syndicated audience segments through demand-side platforms such as The Trade Desk and data collaboration platform LiveRamp, or the creation of custom audience segments based on unique advertiser requirements.

"We are thrilled to announce that we are now partnering with Rippl, a first-of-its-kind collaboration for regional retailers and advertisers," said Justin Weinstein, executive VP of chief strategy and marketing officer at Giant Eagle Inc. "Giant Eagle takes a customer first approach to everything we do, and working with Rippl is helping Leap achieve winning outcomes for customers, CPG partners, and for our brand. Rippl allows us to do this while upholding Leap’s ongoing commitment to prioritizing consumers’ data privacy."

"We cannot be more excited to welcome Giant Eagle to the Rippl family," said said Amit Gupta, Cardlytics COO and Bridg GM. "The addition of this industry leader, joining Schnucks Markets and National Retail Solutions, will extend and amplify the collaboration between regional retailers and advertisers – driving enhanced shopper engagement, top-line growth, and improved ROI for all ecosystem partners." 

Founded in 1931 and headquartered in Pittsburgh, Giant Eagle Inc. operates 480 stores under the Giant Eagle, Market District, and GetGo banners throughout western Pennsylvania, north central Ohio, northern West Virginia, Maryland and Indiana.