Albertsons Companies' retail media arm has partnered with Omnicom Media Group (OMG), the media services division of Omnicom Group, on a solution that enables marketers to better target and measure shoppers based on ROI in connected TV environments.
Under the terms of the agreement, OMG will be able to combine audience data from Omnicom's Omni marketing orchestration system with Albertsons Media Collective data — including near-real-time data from more than 30 million Albertsons shoppers — to buy CTV advertising directly within The Trade Desk platform.
The collaboration was unveiled during the Consumer Electronics Show (CES) event in Las Vegas, which took place Jan. 5-8. The partnership bridges the gap in audience data that has been a barrier for brands when optimizing CTV at scale.
"Connected TV is the fastest growing advertising channel, but as OMG said when we published our "CTV standards call to action" in 2021, targeting and measurement deficits in the space are a significant barrier to investment," Megan Pagliuca, chief activation officer, Omnicom Media Group North America, said in a news release. "Combining Omni audiences with Albertsons' shopper data within The Trade Desk, our clients will be able to tailor CTV messaging and spend directly to Albertsons' shoppers and measure the impact of their media dollars where it matters most — at the cash register."
While the initial focus of the OMG/Albertsons agreement will be CTV investment, the partnership is expected to subsequently expand to include activations across two other OMG initiatives: the Supply Chain IQ Score and the programmatic private marketplace for point-of-purchase screens.
"Showing performance based on meaningful business outcomes versus simple impressions delivered is really what this partnership is all about; and it exemplifies what retail media will be bringing to the marketplace in the longer term,” added Kristi Argyilan, senior vice president, retail media for Albertsons.
The alliance with Albertsons Media Collective is OMG’s first retail media network partnership announced in 2023. It follows deals OMG made in 2022 with Walmart Connect, Instacart and Kroger Precision Marketing that helped the company earn the high scores for retail and commerce media in a recent analysis of global media agency groups from research firm Forrester.