Adsta Levels Retail Media Playing Field for Independent Retailers
Adsta, a retail media network for independent grocers, has introduced its next offering: a white-labeled, user-friendly retail media management platform for grocery retailers and wholesalers.
The Adsta Enablement Platform (AEP) enables more than 4,000 grocery stores currently participating in the Adsta Retail Media Network to offer their own branded networks and secure a slice of the estimated $50+ billion of 2023 retail media spending.
The AEP further supports the independent segment by offering a consolidated system that manages media inventory, order fulfillment, campaign analytics and financial reporting via a single platform. The platform simplifies execution of retail media campaigns and allows retailers to maintain control of all revenue generated by their retail media efforts while outsourcing the technology and platform management to Adsta.
“It is time for independent grocers to get their share of the digital ad spending pie, and we’re thrilled to partner with some of the best grocers and wholesalers in the world to level the playing field,” Shawn Tuckett, co-founder of Adsta and CEO of Webstop, said in a media release. “The local grocer is the backbone of their community, and we are dedicated to their digital transformation so they can continue to compete with the Goliaths of grocery. By bringing thousands of independents onto a single platform, Adsta unlocks revenue previously only available to the largest grocery chains.”
Adsta’s entered the scene in 2020 with the launch of its retail media network for grocery independents and the C&S Wholesale Grocers (CSWG) Rocket Omni Platform. The company has since expanded to include more than 3,000 additional stores and top U.S. grocery wholesalers including: United Natural Foods Inc. (UNFI), Associated Wholesale Grocers (AWG), Bozzuto’s and SpartanNash.
Adsta positions ads from CPG brands across its entire network of wholesalers and regional retailers via their websites, apps, email, in-store digital displays and interactive circulars. C&S and UNFI have particularly accelerated their retail media initiatives by partnering with Adsta to launch their own networks.
“Building strong partnerships is crucial in navigating the ever-changing landscape of digital retail media,” Grant Lunde, director of digital marketing for C&S Wholesale Grocers, said in the release. “With the support of innovative partners like Adsta, retailers and wholesalers can accelerate their network growth and achieve success more efficiently than they could building a network on their own.”
According to Adsta’s release, 85% of CPG brands plan to allocate more marketing funds to retail media networks, but most of this media spend currently flows to the largest grocery chains.
“The independent grocery marketplace is simultaneously responding to the needs of CPGs and their customers to provide innovative digital media services that expand and improve engagement,” John Thompson, principal Adsta and CEO of ShopToCook, added. “The Adsta Enablement Platform puts the power of retail media in the hands of the independent retailer, helping them remain viable and secure the CPG funding they rightfully deserve.”
Back in September 2022, Adsta partnered with advertising platform InMobi Commerce to enhance the ad experience Adsta offers to its network of grocery stores. The partnership allows Adsta to incorporate InMobi’s video ad experiences and suite of product discovery and monetization solutions into its platform, powering these experiences for grocers across the U.S.