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Albertsons Media Collective Partners with Criteo

Albertsons Media Collective and Criteo

Albertsons Cos.' retail media arm is teaming up with a commerce media company to enhance its network.

The partnership between Albertsons Media Collective and Criteo will support Albertsons onsite sponsored advertising offerings while expanding to other ad formats. Criteo plans to offer emerging formats such as commerce display and sponsored video in the coming months, according to a news release.

Together the two companies will offer CPG brand partners access to premium inventory and strong campaign execution through flexible integrations with Criteo's demand and supply-side offerings. Using Commerce Max, Criteo's self-service demand-side platform, Albertsons Media Collective can onboard first-party data, in-store sales data and comprehensive shopper signals to empower advertisers to reach Albertsons shoppers across its owned and operated properties. 

Albertsons can use Criteo's Commerce Yield suite to continue monetizing its online assets and tap into new incremental demand driven by the solution provider, according to the release.

Criteo's combined solutions will create a place where Albertsons Media Collective's CPG brand and agency partners have access to robust on-site inventory and can manage large-scale media buys within Criteo's singular platform. Advertisers will also benefit from the platform's flexibility. It allows them to optimize performance at a time when proving return on ad spend is so critical.

"We are confident that integrating Criteo into our operations will enhance our client services to better support brands and agencies through expanded service models and channels," said Harvey Ma, vice president at Albertsons Media Collective, in the release. "This partnership demonstrates our commitment to empowering brand advertisers with greater flexibility and diverse ad formats as they look to craft full-funnel advertising strategies, and we are excited to see the growth opportunities that result from this partnership."  

As the retail media space continues to mature, marketers are keen on continuing the momentum by working with partners that can effectively scale and unify their advertising offerings. And with reports of U.S. retail media ad spend projected to likely double between 2023 and 2027 to reach $109 billion, Criteo's solutions can help businesses with essential tools for success in the evolving landscape. 

"Our partnership with Albertsons Media Collective brings massive opportunity to agencies and brands looking to capitalize on retail media’s immense growth within the grocery industry," said Brian Gleason, Criteo’s chief revenue officer, in the release. "As we continue our work to unify the retail media ecosystem and provide streamlined offerings to CPG brands, we are excited to bring more value and transparency to Albertsons Media Collective and its partners, while also bolstering our network of retailer media providers."

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