Ahold Delhaize USA's Retail Media Arm Teams With Chicory to Grow Off-Site Ads
AD Retail Media, Ahold Delhaize USA (ADUSA)'s retailer media network, is partnering with Chicory to enhance its off-site advertising capabilities.
The collaboration lets CPG brands reach high-intent shoppers through Chicory's contextual context media, not only at scale, but also at key moments of inspiration, such as while creating shopping lists or perusing products online.
In the Path to Purchase Institute’s The State of Retail Media: Tactics, Strategies & New Players report (produced in partnership with Skai), the majority of respondents said limited budget allocation has proven a hurdle when integrating off-site media into their core retail media strategy.
Many CPG companies also faced obstacles with integration, technical challenges, accurate attribution and fragmented data systems.
Leveraging contextual commerce media, such as shoppable recipe ads, helps the partnership drive measurable conversions and lift omnichannel sales, strengthening AD Retail Media’s suite of off-site tactics.
"As retail media continues to evolve, the ability to influence purchase decisions beyond owned channels is critical," Bobby Watts, SVP of retail media and digital merchandising for ADUSA, said in a news release. "The partnership with Chicory strengthens our ability to deliver highly effective advertising that meets customers where they are."
"Chicory has evolved into an end-to-end solution for CPG advertisers and retailers by combining unique and engaging media experiences with relevant content," Yuni Baker-Saito, co-founder and CEO of Chicory, said in the release.
Chicory’s contextual commerce media offering will make it possible for advertisers to draw new shoppers, as well as re-engage past customers in new ways. The partnership also offers robust closed-loop measurement, which enables accurate ROI measurement and strategic budget allocation.
“As we continue to enhance our offerings at AD Retail Media, it’s a priority for us to not only bring our partners compelling solutions, but easy to access measurement so that we can assess results and put in place holistic strategies that support growth for CPG partners and ADUSA brands alike,” Watts said.
