Giant Eagle Enhances Retail Media Data, Targeting Capabilities

A partnership with Rippl provides Leap Media Group advertisers a single access point to more than 70 million anonymized U.S. shopper profiles with SKU-level purchase data and attributes.

Jacqueline Barba

6/5/2024

Giant Eagle’s retailer media network (RMN), Leap Media Group, is enhancing its first-party data and targeting capabilities through a partnership with Rippl, a data and media network that connects regional grocers, convenience stores and advertisers.

Rippl is powered by Cardlytics’ data and audience platform Bridg, and its cookieless identity resolution technology that provides advertisers with a single access point to more than 70 million anonymized U.S. shopper profiles (loyalty and non-loyalty) with SKU-level purchase data and attributes, according to a media release.

This move provides Leap advertisers with “previously unavailable insights” and capabilities, particularly the ability to:

Tailor audiences based on actual product preferences.
More effectively execute single campaigns across multiple retailers.
Consistently measure campaign performance across the Rippl network’s first-party, verified U.S. shopper data.

Rippl will also allow advertisers to create and leverage custom audiences, including via identity solutions like Unified ID 2.0, an open-source identifier and third-party cookie alternative created from email and phone number data. This allows advertisers to access syndicated audience segments through demand-side platforms, such as The Trade Desk and data collaboration platform LiveRamp, or create custom audience segments based on unique advertiser requirements.

[Also Read: 5 Retail Media Questions Brand Marketers Want Answered]

By linking Leap Media Network to the Rippl network, Giant Eagle joins the network’s other regional grocery partners also enhancing their retail media reach and establishing standardized metrics, including Wegmans and Schnuck Markets.

“The addition of [Giant Eagle], joining Schnucks Markets and National Retail Solutions, will extend and amplify the collaboration between regional retailers and advertisers – driving enhanced shopper engagement, top-line growth and improved ROI for all ecosystem partners,” Amit Gupta, Cardlytics’ chief operating officer and Bridg general manager, said in the release.
“Giant Eagle takes a customer-first approach to everything we do, and working with Rippl is helping Leap achieve winning outcomes for customers, CPG partners and for our brand,” added Justin Weinstein, executive vice president of chief strategy and marketing officer at Giant Eagle. “Rippl allows us to do this while upholding Leap’s ongoing commitment to prioritizing consumers’ data privacy.”

This move is the latest example of grocers and retailers establishing standardized metrics and combating challenges from first-party data constraints, aggregated data limitations and disparate measurement approaches.