Albertsons Addresses Advertiser Demand for Standardized Cross-Channel Measurement
Albertsons Media Collective, the retail media arm of Albertsons Cos., has launched an API that allows advertisers to integrate near real-time Albertsons campaign performance data into their own measurement models for analysis.
“The launch of Albertsons Media Collective’s API democratizes data access, enabling advertisers to integrate their campaign performance data for analysis in their own measurement models,” Liz Roche, Albertsons' newly appointed vice president of measurement and media, told P2PI. “Retail media as an industry is moving toward enabling brands and advertisers to obtain media performance data how they want it, when they want it and with more insights. Our API helps meet that demand by offering a more transparent, streamlined approach to measurement.”
Albertsons Media Collective also partnered with TransUnion to offer its advertisers “ease and efficiency” in comparing performance across retailers and channels through the company’s TruAudience marketing mix modeling (MMM) measurement offerings.
“With marketing mix modeling, advertisers can compare performance across retail media networks and channels, which is really the crux of what advertisers are aiming for with standardization — gaining a clearer understanding of their media impact,” Roche added. “By providing a transparent way to understand and measure performance in one place, our measurement API and partnership with TransUnion standardizes cross-channel media measurement, empowering advertisers to determine the value of each channel and adjust their strategies accordingly.”
With the new API, available now, advertisers can get their campaign performance data directly in their systems or in their designated agency or measurement partners’ systems. This type of API is something Albertsons’ brand partners have been asking for, Roche said.
“In a fragmented ecosystem, understanding and comparing campaign performance across channels has become increasingly complex — so it’s no surprise that this is one of our partners’ most sought after requests,” Roche added.
Additionally, the TransUnion partnership helps Albertsons build a preferred partner catalog.
“We consider all our media and ad tech platform providers as part of our preferred partner catalog,” Roche said. “In selecting a partner/provider, we look at reliability, data security, transparency, technical capabilities, innovation and value alignment to provide the best media solutions for our advertisers.”
A recent eMarketer survey found that MMM is the most promising measurement type for identifying drivers of business value, and 61.3% of U.S. marketers are aiming to improve their MMM in the future. With increased privacy regulations, matching impression data to sales data at an individual level at scale (i.e. matching consumers who saw an ad then purchased products promoted by the ad within a set attribution window) is a challenge for marketers.
“As we expand our offerings, MMM will continue to be increasingly important and we are excited to share more soon about how specific brand partners are seeing success,” Roche said.
“Comprehensive marketing measurement is the key to unlocking the full potential of your marketing investments,” Matt Spiegel, executive vice president of TruAudience marketing solutions at TransUnion, said in a news release. “Our partnership with Albertsons Media Collective empowers our clients to more accurately track and analyze the impact of their marketing efforts in retail media, so they can make data-driven decisions that maximize ROI and drive sustainable growth for their business.”