Albertsons Expands On-Site Advertising

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Albertsons Media Collective, the retail media arm for Albertsons Cos., has partnered with marketplace advertising platform Pacvue to expand access to on-site advertising.

Through the partnership, CPG advertisers and their agencies can now leverage Pacvue to create, execute and manage sponsored product advertising campaigns across Albertsons’ retail media network, powered by the CitrusAd open API (application programming interface) that connects Pacvue to the retail giant’s e-commerce sites.

Pacvue clients can now expand their advertising to Albertsons Media Collective, formerly Albertsons Performance Media, while continuing to rely on Pacvue to holistically manage their campaigns across all retail media networks with consistent performance data, flexible reporting and smart optimizations, according to a news release.

With roughly 100 million shoppers across the U.S., including more than 2,200 store locations and approximately 30 million members of Albertsons for U loyalty program, media placements on Albertsons-owned properties allows advertisers to reach more consumers through an omnichannel approach. Now, advertisers can access the same inventory with the software provider of their choice.

"We are continuously looking for ways to grow and enhance our media network so our customers can engage with the food and brands they love," said Kristi Argyilan, senior vice president of retail media at Albertsons Cos., in the release. "Through this new partnership with Pacvue, we are giving even more brands the opportunity to connect with more customers with relevant and inspiring content." 

The Pacvue Advertising platform includes AI-powered automation tools, fully customized reporting and intelligence to help brands leverage and execute opportunities via Albertsons’ online media.

"We are thrilled to partner with Albertsons Media Collective and expand the availability of retail media on this high-demand channel to our clients," said Melissa Burdick, President of Pacvue. "Together with CitrusAd, we're offering the scale, coverage and unified technology that advertisers need to compete in omnichannel retail."