Albertsons Expands Advertiser Audience, Measurement Solutions

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Albertsons Media Collective, the revamped retail media arm for Albertsons Companies, has partnered with The Trade Desk to bring verified-buyer audience and measurement solutions to the advertising tech company’s platform, helping advertisers understand the connection between ad campaigns and customer sales, according to a news release.

With more than 2,275 stores nationwide across a slew of banners, Albertsons Media Collective will provide advertisers such as PepsiCo, Unilever and GroupM (with media agency Mindshare) with insights and metrics across audience data that make it easier for to reach the right audience across the internet and beyond, including rapidly growing digital channels like connected TV.

“Albertsons Media Collective and The Trade Desk are redefining what it means for advertisers to reach the right audience and measure their marketing campaigns,” said Kristi Argyilan, senior vice president of retail media, Albertsons, in the release. “Our shared philosophy on solving the issues on identity, transparency and inefficiencies that currently exist within the advertising ecosystem will create opportunities for brands to embrace the power of the open internet that drives precision and relevance.”

As marketers continue to look for ways to prove the ROI of their campaigns, the data-driven precision of the open internet is increasingly important as it offers the ability to effectively measure campaign performance. As the industry prepares for the elimination of third-party cookies, new sources of audience data are critical. Brands will need to activate their first-party data and future-proof their advertising strategies to create meaningful, personalized content for consumers that prioritize data privacy,” according to the release. This new partnership should allow brands to deploy new tools (such as Unified ID 2.0) to preserve the value of relevant advertising, while increasing consumer control.

“Advertising is going through a transformational shift, and PepsiCo is excited about the impact data-driven advertising is making,” said Shyam Venugopal, SVP, global media and commerce capabilities at PepsiCo, in the release. “The partnership between The Trade Desk and Albertsons Media Collective is enabling brands to drive better control and decision making, as well as greater transparency across our media buys to give us the ability to leverage first-party data to reach the right consumer.”

"Today you can’t talk about media without discussing retail media — the evolution of retail media is accelerating our industry across the board, connecting brands with consumers in a highly quantifiable way,” says Jeff Malmad, global head of commerce, Mindshare, in the release. “We always reinforce to our retail partners the importance of value, viewability and verification, and this partnership allows us to deliver across all three.”