Kristi Argyilan
Senior Vice President of Retail Media
Albertsons Companies
Kristi Argyilan led the launch of Albertsons Companies’ retail media network, Albertsons Media Collective, which partners with marketers to grow their businesses through Albertsons’ ad tech platforms. Since 2021, she and her team have leveraged the retailer’s 34 million weekly customer base and first-hand knowledge of customer shopping habits to provide advertisers and agencies with a deeper understanding of their customers.
The team has seen the industry react to its push for transparency and its commitment to a co-op garden model. Its integration with The Trade Desk is a partnership that highlights the co-op garden model, featuring a focus on transparency and collaboration with its partners. While the retailer continues to invest in its own platform and solutions, it is also a priority to develop direct connections with other leading tech partners to deliver beyond its own walls. These partnerships make it easier for brands to reach the right audience across the internet and beyond, including the industry’s fastest-growing digital channels, such as connected TV.
The partnership with Omnicom Media Group (OMG) leverages multi-party clean room technology, powered by Snowflake, allowing the team to combine its near-real-time shopper data with audience data from the NBCUniversal, Paramount and Warner Bros-Discovery linear and streaming channels in a privacy-safe manner. As a result, OMG clients will be able to directly connect advertising campaigns to purchase data with a high degree of precision, delivering increased media ROI and better business outcomes.
The most exciting opportunity in retail media is: AI. It will be a key unlock for retail media, specifically for media buying, creative generation and audience creation. Many of the tasks that humans still have to touch, like optimizing campaigns, can be accelerated by AI.
The future of retail media is: Endless. And less about retail, more about media. Standardization will strengthen the retail media ecosystem, causing all boats to rise with the tide. We’ll also see more retail media networks explore partnerships with non-endemic brands to open up their platforms to a new, broad slate of advertisers and generate new revenue streams.