Dollar General Rolls Out Ad Solutions for Meta Platforms

Dollar General’s retailer media business, DG Media Network (DGMN), has completed testing of a new partnership with Meta.

The partnership gives advertisers access to DG’s 90 million unique customer profiles across the Meta ecosystem via a slew of placements, including Facebook and Instagram News Feeds, Stories and Reels. Dollar General is the first retailer to offer this solution, according to a media release, which connects advertisers with “hard-to-reach” consumers as well as helps them close the loop with in-store sales.

“We are thrilled to debut this market first initiative, allowing our advertisers to reach Dollar General customers via Meta placements while utilizing our opted-in first-party data,” Charlene Charles, head of DG Media Network operations, said in the release. “Our team provides full end-to-end campaign support and creative services while measuring closed-loop, attributable store sales. We look forward to extending the reach of DGMN through the world’s largest social platform to deliver even more effective media for our advertisers.”

Meta’s Advanced Analytics enables Structured Query Language-based custom measurement and analysis in a secure environment. (SQL is a standardized programming language used to manage relational databases and perform various operations on the data in them, according to TechTarget.)

Using this measurement and analysis, DGMN is able to evaluate the business impact of Meta marketing investments to a particular brand, offering new insights, including quantifiable metrics such as ROAS, as compared to more traditional and directional metrics such as intent to buy, according to the release.

DG says early results from the partnership shed light on DGMN’s ability to reach customers across 1,400 derived attributes.

“We are excited to partner with Dollar General as they expand their product offering and deliver more solutions that help meet the consumer in desirable environments,” Jen Bryce, head of U.S. retail media at Unilever, added. “The first to market, closed-loop measurement on Meta is exciting as we gain more valuable insights and data on our campaign performance.”

DGMN also just teamed up with data collaboration platform LiveRamp to connect rural customer journeys in-store and online, equip advertiser partners with enhanced analytics and measurement, and improve ROI of advertising spend.