Albertsons Introduces Non-Endemic Ad Space

Albertsons Cos.’ retail media arm will enable non-endemic brands to advertise across 11 of its banners’ e-commerce assets, including Safeway, Vons, Jewel-Osco, Shaw’s, Carrs, Acme, Star Market and its namesake. 

Albertsons Media Collective partnered with Rokt, an e-commerce technology solutions provider, to advertise “highly relevant” offers and messages of products and services that are not sold at the retailer, according to a media release. Rokt uses machine learning and artificial intelligence to make transactions more relevant.

Albertsons will also use Rokt Ads to serve its brand messages across the solution provider’s network of e-commerce merchants, including Ticketmaster, Uber, AMC Theatres, Kohl's and Grubhub, to reach consumers when they are likely to engage and extend its ad capabilities. 

"This partnership allows us to complement our existing retail media network, the Albertsons Media Collective, with non-endemic ads — at scale," Kristi Argyilan, senior vice president, retail media, Albertsons Media Collective, said in the release. "By leveraging Rokt's technology across our portfolio of brands and across the transaction journey, we will be able to drive customer loyalty and deliver an enhanced shopping experience."

Rokt said, based on its own research, non-endemic ads are most effective during the transaction moment versus endemic ads, which are more effective before a customer selects a product on an e-commerce site.

The move comes as retailers are increasingly looking to tap into new revenue streams, broaden their advertiser mix and deepen their customer relationships through their retailer media networks.