Wakefern opens consumer app to sponsored ads

Dan Berthiaume
Senior Editor, Technology
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The nation’s largest retailer-owned cooperative is going a step forward with its integration of sponsored digital CPG advertisements.

Wakefern Food Corp. is expanding its usage of CitrusAd’s retail media technology to include native, in-app advertising. By expanding the inventory available through CitrusAd, Wakefern now offers CPG companies a unified omnichannel platform for sponsored product and display retail media campaigns that covers online and in-app promotions. 

As a result, brands gain the ability to optimize campaigns for different shopping modes. Wakefern initially rolled out the CitrusAd platform in January 2021, for sponsored products and display ads across its desktop and mobile e-commerce sites.

 CitrusAd’s advanced technology is designed to increase ad relevancy and personalization for shoppers. Campaign analytics are also included in the real-time reporting dashboards that CPG suppliers and advertisers can access.

A number of other grocery and CPG retailers have opened their customer base to targeted advertisements from suppliers in the past 12 months. Notably, Target recently directly integrated its Roundel in-house digital ad network with the CitrusAd retail media platform.

“Our move to consolidate with CitrusAd not only makes advertising easier for our suppliers, it also sets brands up for continued success on our platforms,” said Elizabeth Goodbread, director of digital commerce for Wakefern. “By strategically aligning sponsored search advertising efforts across our platforms, brands now have a unified, and integrated approach no matter which path the shopper prefers to take.” 

“We are excited and proud of our digital retail media partnership with Wakefern,” said Brian DeCoveny, CitrusAd VP, retail media partnerships. “Our aim with all our retail partners is to support and help them be successful in digital retail media, it’s a very exciting opportunity for the e-commerce industry right now.”

Wakefern’s cooperative members independently own and operate more than 350 supermarkets under the ShopRite, Price Rite Marketplace, The Fresh Grocer, Dearborn Market, Gourmet Garage, and Fairway Market banners.