How Albertsons helps advertisers ‘reach the right audience’
To help advertisers “reach the right audience,” Albertsons Media Collective, the retail media arm of Albertsons based in Boise, Idaho, is partnering with The Trade Desk to provide audience and measurement of verified buyers at The Trade Desk platform.
With more than 2,275 stores across the United States, Albertsons Media Collective will provide advertisers such as Pepsi, Unilever and GroupM (with media agency Mindshare) with audience data insights and metrics to help them optimize their campaigns that close the loop between ad spend and sales. , the companies said in a statement.
“Albertsons Media Collective and The Trade Desk are redefining what it means for advertisers to reach the right audience and measure their marketing campaigns,” said Kristi Argyilan, Senior Vice President of Retail Media for Albertsons. “Our shared philosophy on solving the identity, transparency and inefficiency issues that currently exist within the advertising ecosystem will create opportunities for brands to embrace the power of the open internet that drives accuracy and relevance.”
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According to the release, Albertsons will be the first grocer in the United States to offer audience and measurement solutions on the open internet through The Trade Desk, which is based in Ventura, California and offers a self-service platform. cloud-based ad buyers to create, manage, and optimize digital ad campaigns across all ad formats and devices.
“Retail media represents an incredible opportunity for brands that want to tie their marketing spend to sales,” said Jed Dederick, Chief Client Officer of The Trade Desk. “As the industry grapples with shifts in consumer habits and an evolving identity landscape, our clients are demanding a data-driven approach to their marketing campaigns.”
Through the partnership with Albertsons, brands will be able to deploy new tools, such as Unified ID 2.0, to preserve the value of relevant advertising while increasing consumer control.
“Advertising is experiencing transformational change, and PepsiCo is excited about the impact of data-driven advertising,” said Shyam Venugopal, senior vice president of global media and commerce capabilities for PepsiCo. “The partnership between The Trade Desk and Albertsons Media Collective enables brands to improve control and decision-making, as well as greater transparency in our media buying to give us the ability to leverage first-party data to reach the right consumer.”