Dollar General Joins Retail Media In-Housing Trend
Dollar General is the latest retailer to bring its retail media technology in-house, selecting Kevel’s API-based platform as the backbone of DG Media Network.
The discount retailer — which operates more than 20,500 stores across 48 states — is leveraging Kevel's Retail Media Cloud to develop a “differentiated” retailer media network, according to a media release.
While not replacing all third-party relationships, Dollar General is taking direct control over its ad operations and future innovation. Key benefits include the ability to:
- Build tailored ad products that align with the DG brand and customer experience.
- Maintain full control of its first-party data.
- Offer advertisers advanced measurement and attribution analytics.
- Integrate ads across various digital touchpoints, including website, mobile app and in-store displays.
By choosing a flexible infrastructure partner like Kevel — rather than a fully managed service provider like Criteo or Meta — DG gains greater ownership over its operation, monetization and evolution of its retailer media network.
"We're excited to partner with Kevel to take our retail media offerings to the next level," Natalie Ong, director of DG Media Network operations, said in a media release. "By utilizing Kevel's flexible, API-based solution, we have enacted the basis for scalability and advancement of our retail media network while enhancing our ability to create custom ad experiences that resonate with our customers."
About DG Media Network
Launched in 2018, DG Media Network (DGMN), taps into data from more than 90 million active DG shopper profiles and 2 billion-plus transactions a year. Advertiser capabilities include access to real-time data, an in-store audio network, paid media and more.
"Dollar General's decision to partner with Kevel underscores the growing trend of retailers taking control of their retail media technology," added James Avery, founder & CEO of Kevel. "Our Retail Media Cloud is designed to give retailers like Dollar General the flexibility and power they need to build truly differentiated ad offerings."
More Retailers Shift to In-House Ad Tech Models
The move reflects a larger trend in retail media, as more retailers — including Walmart, Ahold Delhaize, Kroger and Best Buy — have started to bring retail media operations and infrastructure in-house. This approach gives brands more flexibility and data control and as the space matures and advertisers seek more transparency and custom options.
For example, in 2023, Walmart Connect brought in-store demos/food sampling experiences in-house and began scaling them across the country. This allowed suppliers to integrate demos into their campaigns across digital and in-store experiences.
