News Briefs

InMarket and Basis are building on their partnership, expanding their efforts to bridge a gap in advertising performance.

American retail media spending is projected to hit nearly $70 billion this year, according to eMarketer, a rate that surpasses both search and social platforms. As a result, media planners face increasing pressure to prove exactly what the ROI is actually driving.

This partnership enhances retail media measurement for users of Basis' automated advertising OS, which now has native access to InMarket's complete suite of outcome measurement tools and exclusive retail media network audiences. Now Basis users can focus on verified visits and purchases directly within their existing workflow.

This expanded agreement transforms existing audience integration into a full-funnel solution where they can track the journey from ad exposure to in-store visits and sales across various retailers and RMNs.  Those incremental sales lift tools will be extended to reach clients in dining, CPG and automotive industries. 

New capabilities for advertisers include:

• Incremental visit and sales life measurement: Basis customers can directly access InMarket's measurement capabilities to measure real-world impact on foot traffic and sales.
• Unique RMN Audiences: RMN-specific audience data from visitation patterns and spending habits are available natively in Basis for better targeting of campaigns.
• Lift optimized audiences: Marketers can deploy InMarket's Lift Optimized Audiences to plan, activate and target known visitors, purchases and look-alikes, driving more measurable growth and maximum efficiency.

Inmar Intelligence has launched a Multi-Retailer Creator Activation tool. This solution is engineered to take a data-first approach in selection and amplification, to empower brands to make the most of creator content across multiple retailer audiences. The Multi-Retailer Creator Activation tool converts content into performance-driven retail media that provides enhanced targeting and measurable sales outcomes. 

Creators and retail media networks (RMNs) mutually benefit one another. Creators provide a human touch to RMNs as they become a key part of the commerce engine, backed by Inmar research that found 64% of consumers who interact with creators daily usually visit three or more retailers each week. The shows the power influencers wield in shaping consumer behavior. As creator marketing evolves into a more integral capability within the retail media solution set, brands want to both drive scale and measure impact.

Today there are more than 250 retail media networks, leaving brands to face an increasingly fragmented landscape and forcing them to manage siloed campaigns, retailer by retailer. Inmar's new offering is designed to provide a unified operating model that replaces fragmentation with a centralized, omnichannel approach while keeping the most impactful creator as part of the campaign. 

Enabled by Inmar's proprietary technology and first-party retail purchase signals, the Multi-Retailer Creator Activation Strategy identifies high-performing creators using the Total Fitscore metric. This tool matches creators to the retailers and audiences best aligned with a brand's campaign. Content is then activated across social, off-site and on-site retail media, allowing brands to maximize the message and measure impact accurately.

The Raley’s Cos. has partnered with Grocery TV to launch an in-store retail media network across 208 stores in California, Nevada and Arizona. 

The banner-wide rollout is part of the grocer's broader full-funnel retail media strategy, designed to meet growing demand for integrated in-store and digital campaigns. The screens will be able to connect directly to shoppers at the point of purchase.

"Our retail media business has been evolving quickly, and in-store was the clear next step," Zac Wilson, vice president of digital commerce, The Raley's Companies, said in a media release. "With the Grocery TV partnership, what could have taken years to build, we were able to stand up in a matter of weeks. Speed is critical in an ever-evolving and fast paced industry. That speed, combined with their ability to help us build advertiser demand as we grow, is critical to a successful partnership."

Also Read:  Raley's Launches Member Prices Loyalty Program

"The Raley's Companies have built deep trust across the diverse communities they serve throughout the West,"  Marlow Nickell, co-founder and CEO, Grocery TV, said in the release. "That trust, combined with strong store traffic, creates a powerful in-store environment for brands."

The West Sacramento, California-based grocer operates more than 230 locations across four states and four Tribal Nations under the Raley's, Bel Air, Nob Hill, Raley's One Market, Bashas', Food City, AJ’s, Bashas' Diné Markets, Full Circle, Farm Fresh to You, and Fieldera banners.

Grocery TV partners with more than 120 retailers, bringing its platform to more than 6,700 stores.

TRG Packaging and Display Solutions has acquired Columbia Container, a full-service corrugated manufacturer based in Baltimore.

The acquisition expands TRG's presence in the Mid-Atlantic region and enhances its ability to serve customers across the market with speed, flexibility and high-quality packaging and display solutions.

Columbia Container serves national, regional and local clients with a broad range of products — from traditional brown boxes to litho-mounted P-O-P displays.

As part of TRG's national network, Columbia Container will gain access to expanded operational resources and capabilities while maintaining the approach and customer focus that have driven its success.

The current leadership team at Columbia Container will remain in place.

Giant Eagle is advancing its "Because It Matters" value strategy with a third-party retail media network.

The retailer tapped Ibotta to be its exclusive provider of digital promotions across its more than 200 supermarkets and digital platforms.

Giant Eagle's value strategy is a multiyear plan centered on delivering better everyday value and a modernized shopping experience for its communities.

By integrating with the Ibotta Performance Network, Giant Eagle will provide its shoppers with a larger, curated gallery of digital offers that significantly increases both the quantity and relevance of available savings compared to previous offerings.

Shoppers can expect the expanded offer sets to begin rolling out across Giant Eagle's digital footprint in the coming months.

For CPG brands, this transition provides a more efficient, high-impact path to reach a loyal grocery audience through a single, verified digital channel that delivers measurable outcomes at scale.

The Ibotta Performance Network gives retailers and publishers access to eight times the number of national CPG offers compared to leading competitors, providing daily savings directly to their shoppers.

The network also gives CPG brands a performance-based model where they pay only when a promotion results in a verified sale.

In joining the network, Giant Eagle becomes part of a select group of partners that includes Walmart, Instacart, DoorDash and Uber, among others.

"At Giant Eagle, our 'Because It Matters' strategy is our promise to prioritize what truly matters to our guests: Quality, service and meaningful value," said Justin Weinstein, executive vice president and chief merchandising and marketing officer at Giant Eagle.

Weinstein will deliver a keynote at P2PI's Retail Media Summit event on June 3 in Chicago.

Retailers often find it difficult to translate market share movement into direct action.

That's why Circana launched Market Share Drivers, a solution to help U.S. CPG retailers precisely identify the factors driving changes in their market share.

The solution provides advanced diagnostics that reveal the true causes of share change. It quantifies the specific levers that matter most to the business and clearly explains why market share shifted.

This allows retail teams to stop guessing and start implementing targeted, data-backed strategies.

The platform integrates Circana's Complete Market and Complete Consumer solutions while adding macroeconomic and weather data, plus out-of-specification (OOS) benchmarking.

The tool also delivers automated, presentation-ready outputs designed through the retailer's operational lens.

These outputs are easily customized for different internal audiences, ensuring that executive leadership, category managers, and retail operations all receive the specific insights they need to succeed.

"By bringing our most powerful data assets together into a single platform, we are doing the heavy lifting so you can focus on impact," said Cara Pratt, president of global retail and media at Circana.