Albertsons, Target Gain Deeper Meta Attribution Insights
Albertsons Media Collective (AMC) has expanded its ability to measure Meta campaign performance through new capabilities within the LiveRamp clean room, enabling the retailer to connect off-site advertising results with its own first-party sales data.
LiveRamp’s enhancements give Albertsons and other retailer media networks access to deeper attribution insights, allowing them to better understand how Meta campaigns influence sales, orders and return on ad spend across brands and products. The integration also helps RMNs demonstrate value to suppliers by linking upper- and lower-funnel performance data more precisely and securely.
“With LiveRamp’s expanded Meta insights, we have improved the visibility and accuracy of lower-funnel results,” Evan Hovorka, vice president of product innovation at Albertsons Media Collective, said in a media release. “We did this by connecting audience-targeted Meta campaigns directly to item level sales with greater precision and speed.”
Hovorka added that the collaboration leverages “privacy-preserving” solutions to ensure that all customer data remains protected and anonymized.
The expanded measurement capabilities are part of LiveRamp’s ongoing efforts to enable data collaboration and attribution across publishers. The company’s clean room allows retailers to securely connect first-party sales data with campaign data from platforms like Meta, facilitating privacy-safe performance measurement without sharing raw data between parties.
Other retailer media networks, including Target’s Roundel, are also leveraging LiveRamp’s clean room for Meta measurement. Guthrie Collin, Roundel’s vice president of product management, said in the release that the approach helps advertisers “invest more effectively to reach and engage Target guests” by combining first-party insights with Meta’s ad data.
LiveRamp said additional tools — including incrementality, halo analysis and new buyer insights — are forthcoming to help retailers and their brand partners benchmark campaign performance and optimize investment decisions.
