A Closer Look at H-E-B’s Self-Service Retail Media Launch
Nearly a month after officially announcing new self-service capabilities within its retail media network, H-E-B is emphasizing how the move is unlocking new levels of speed, control and flexibility for brand partners.
As self-service becomes an increasingly common feature of scaled retail media offerings — and as more RMNs prioritize automation and advertiser autonomy — H-E-B’s latest move also reflects how it’s evolving alongside its growing roster of digitally savvy advertisers.
Though the Texas-based grocer made the news public in June, the tools have been live since April following a pilot that began in February — and initial advertiser response has been “very positive,” Sean Ransenberg, managing director and general manager of H-E-B Retail Media, told P2PI.
About the Self-Service Capabilities
Developed in partnership with Epsilon and powered by the Epsilon Retail Media platform, the offering enables brands to independently activate and optimize promoted product ad campaigns across heb.com and the My H-E-B App. Features include real-time optimizations, bulk campaign management, advanced keyword-level targeting and 24/7 performance reporting.
This latest innovation also strengthens advertisers’ ability to reach shoppers across onsite, offsite, in-store and email channels.
But beyond automation, the effort represents a strategic step toward streamlining execution and aligning with how national brands manage media across retail partners, according to leaders from both companies.
What This Means for Brand Advertisers
Ransenberg said the move responds to increasing demand from CPG brands for more autonomy and efficiency in campaign execution.
"Automation tools like real-time bidding, bulk management and campaign adjustments make execution more efficient,” he said. “Integrations with aggregator platforms are also making it easier for brands to include H-E-B as part of their broader retail media buying strategies."
That access allows advertisers to move faster and adapt in real time — whether to seasonal shifts, promotions or broader omnichannel strategies.
"CPG partners gain more control, speed and flexibility," Ransenberg said. "They can launch campaigns faster, adjust to promotions or seasonality in real time, and manage H-E-B campaigns alongside other retailers more easily. Integration with platforms like Skai will continue to streamline how brands activate and scale campaigns across multiple retailers."
A Growing Media Portfolio
The self-service option adds a scalable counterpart to H-E-B Retail Media's managed media services. With Epsilon’s support, the grocer is expanding its capabilities to meet the needs of both national advertisers and regional players looking to engage Texas shoppers.
"Epsilon’s platform adds advanced targeting and optimization capabilities while allowing H-E-B to better align with how national brands are managing media across multiple retailers," Ransenberg said.
Key Features, Differentiators
From Epsilon’s perspective, the collaboration combines the retailer’s local positioning with the flexibility and efficiency that CPGs expect in modern retail media environments.
“We are working with H-E-B’s retail media team on the development of key features within our revamped and smarter UI [user interface],” Adam Skinner, managing director, global unified retail media at Epsilon, told P2PI. “H-E-B will leverage full utilization of the Epsilon Retail Media platform to support the on-site media program specially for promoted product ads.”
The platform is built around a keyword-first strategy, which Skinner described as a differentiator that gives retailers and advertisers a high degree of control.
“The benefits include better supporting brands by offering measurable, outcome-based media opportunities,” Skinner added. “Advanced reporting features also provide deep insights and transparency into campaign performance, allowing for informed decision-making.”
H-E-B will also have early access to new platform capabilities, along with ongoing support from Epsilon’s Ad Operations team to drive performance.
“H-E-B will gain first access to new platform capabilities and receive strategic guidance,” he said. “This guarantees effective campaign execution and continuous optimization, ultimately driving better results for all parties involved.”
While public case studies are not yet available, early feedback from advertisers has been strong, Ransenberg said. He added that users are particularly responding to the ease of activation, the flexibility of self-service access and the ability to integrate H-E-B into broader retail media plans.
