DG Media Network
Launched in 2018, Dollar General’s retailer media network, DG Media Network (DGMN), taps into data from more than 90 million active DG shopper profiles and 2 billion-plus transactions a year. The network gives CPG brand advertisers:
- access to real-time data,
- the ability to reach more than 90 percent of active DG customers through paid media, and
- the opportunity to engage with hard-to-reach, rural shoppers potentially overlooked with traditional digital marketing tactics (75% of DG stores currently serve markets with a population of 20,000 or less).
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DGMN’s strategic partners include:
- The Trade Desk, the largest independent demand-side platform,
- LiveRamp for data collaboration, including advanced data clean room capabilities,
- Google Ad Manager for onsite and in-app inventory management, and
- Goodway Group for digital media strategy, planning and buying.
Through these partnerships, the network aims to offer a proprietary audience-centric solution, rooted in transparency, delivering closed-loop 1:1 measurement, insights and reporting that identifies both attribution and incrementality.
Dollar General continues to grow its retail media network reach. DGMN partnered with Meta in 2023 to give advertisers a platform for reaching DG customers via Facebook and Instagram News Feeds, Stories and Reels. The retailer also worked with data collaboration platform LiveRamp to provide Dollar General and its CPG partners with a stronger understanding of rural audiences where internet access is not always so readily available. In 2024, Dollar General partnered with Criteo. The commerce media company provides support to the retailer's onsite sponsored ad offerings; later in the year it will extend access to newer ad formats.
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