Dollar General Links On-Site, Off-Site Retail Media With New Activation
Dollar General's retailer media network is teaming with Kevel and The Trade Desk to give advertisers a unified way to run campaigns across the shopper journey.
The three are working together on what they're calling a new model for retail media. The discount retailer is using Kevel's retail media infrastructure and The Trade Desk's cloud-based demand side platform (DSP) to combine on-site inventory from its Dollar General Media Network with off-site activation across the open internet.
Now, Dollar General advertisers will be able to access on-site and off-site inventory through a unified framework that supports both managed and self-service activations, ultimately reducing fragmentation. Eventually, brands will be able to carry out full-funnel strategies that bridge on-site and off-site channels including connected TV, digital audio and on-site retail display and video. The goal: Consistent measurement of performance and more precise reporting.
"[This] kind of connected optimization simply wasn't possible before, and we believe that the performance implications for our advertisers will be significant," Austin Leonard, VP & GM of DG Media Network, said in a media release, adding, "This collaboration lays the foundation for expanding how brands can access DGMN inventory, including opening up on-site inventory to self-serve buying in the future. We want to give advertisers more ways to buy DGMN, and this is part of how we will get there."
"On-site and off-site have operated as separate worlds, and advertisers have had to piece together performance from disconnected systems," said James Avery, founder & CEO at Kevel. "We've built the infrastructure that makes true full-funnel activation possible, where on-site and off-site inventory are decisioned and measured together in a single, coherent framework."
This latest step is one of many that Dollar General has taken in the last couple of years to extend its commerce reach, including:
- Adding myDG delivery to more than 18,000 of its 21,000-plus stores.
- Taking its retail media in-house.
- Doubling the reach of its audio network.
