Ahold Delhaize USA to Launch Proprietary Retail Media Platform
Ahold Delhaize USA’s (ADUSA) retail media arm, AD Retail Media, is preparing to roll out a new proprietary advertising technology platform, Edge, in January 2026. The platform is designed to support on-site display, sponsored search and in-store digital screens, and is custom-built for the grocery sector.
The system will give CPG brands a more streamlined way to connect with the more than 26 million customers who shop across ADUSA’s banners each week, while offering faster speed-to-market, greater transparency and performance measurement across physical and digital touchpoints.
According to the retailer, Edge consolidates retail media capabilities — including audience insights, media planning, activation and optimization — into a single ecosystem. The platform integrates with loyalty programs from ADUSA’s local banners (Food Lion, The Giant Co., Giant Food, Hannaford and Stop & Shop) as well as the company’s proprietary e-commerce platform to enable an omnichannel experience for both customers and brand partners.
ADUSA leaders described Edge as an evolution of its retail media offerings. The technology was developed by in-house teams and leverages a platform already used by several of Ahold Delhaize’s European brands.
Bobby Watts, senior vice president of AD Retail Media, digital merchandising and marketing, said that the platform is a “one stop ad shop” intended to provide CPGs with “a smarter, easier way to grow their businesses” through real-time insights and omnichannel connectivity.
In addition to on-site and in-store management, Edge will support “seamless” monitoring across on-site and off-site advertising, giving brands a consolidated view of their investments. The retailer said this will allow partners to make data-driven adjustments and maximize return based on how shoppers engage with different media placements.
AD Retail Media plans to share more details about Edge this fall ahead of the official launch and continue to evolve the platform over time.
