Albertsons Media Collective
Albertsons first announced the Albertsons Media Collective near the end of 2021, with a full launch in 2022. Albertsons retail media network taps in to purchase data from more than 100 million shoppers across the country, including more than 30 million members of the company’s loyalty program.
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Developed in partnership with CitrusAd and Merkle, the network provides opportunities for brands to connect with their most loyal shoppers by opening up native display and sponsored product inventory throughout the company’s websites. Media opportunities include advertising placements on Albertsons owned properties such as its homepage, email, search, app, pharmacy, as well as off-site targeted ad placements.
Albertsons Media Collective boasts it's able to use closed-loop measurement to:
- Curate on-platform opportunities;
- Create off-platform discovery;
- Connect in-store organically; and
- Cultivate loyalty and repeat sales.
The grocer has suggested a framework to standardize retail media networks. Establishing specifications, methodologies and terminology would improve communication among advertisers, agencies and retail media networks as it reduces inefficiencies and lowers costs, the retailer has stated.
In 2024, Albertsons Media Collective debuted Collective TV, which works across Google Display & Video 360, The Trade Desk, LiveRamp and others to streamline the media buying journey and help target, measure and optimize campaigns across streaming, digital video and soon linear TV.
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