Albertsons expands access to on-site advertising

Albertsons Media Collective, the retail media arm for Albertsons Cos., is partnering with the Pacvue marketplace advertising platform to beef up its already robust digital network by expanding access to on-site advertising.

Consumer packaged goods (CPG) advertisers and their agencies can leverage Pacvue’s advertising software suite to create, execute and manage advertising campaigns that are powered by digital advertising specialist CitrusAd, whose open API — or application programming interface — connects Pacvue to Albertsons’ e-commerce sites.

Supermarket giant Albertsons Cos. launched the Albertsons Media Collective in November 2021 to provide “shopper-centric and engaging” branded content to customers across Albertsons’ digital properties while also offering CPG partners a digital marketing platform and omnichannel solutions, with a focus on connecting brands with their most loyal shoppers.

“We are continuously looking for ways to grow and enhance our media network so our customers can engage with the food and brands they love. Through this new partnership with Pacvue, we are giving even more brands the opportunity to connect with more customers with relevant and inspiring content,” said Kristi Argyilan, senior vice president of retail media at Boise, Idaho-based Albertsons Cos. “The Pacvue advertising platform includes AI-powered automation tools, fully customized reporting and competitive intelligence to help brands compete and win.”

With over 100 million shoppers across the country, including more than 2,200 store locations and approximately 30 million members of Albertsons for U loyalty program, media placements on Albertsons Cos.-owned properties allow advertisers to reach more consumers through omnichannel retail. Now, advertisers can access the same inventory with the software provider of their choice.

“We are thrilled to partner with Albertsons Media Collective and expand the availability of retail media on this high-demand channel to our clients,” said Melissa Burdick, president of Pacvue, headquartered in Seattle. “Together with CitrusAd, we’re offering the scale, coverage and unified technology that advertisers need to compete in omnichannel retail.”