Albertsons ups its digital circular game with Meta partnership

Print circular ads might be starting to fade away, but the advancement of digital circulars is beginning to ramp up. 

Albertsons is now further investing in its digital circulars through new partnerships with Facebook parent company Meta and ad solutions company Kargo. The pilot is replacing the traditional digital ads with ad campaigns on Facebook and Instagram in an effort to reach more shoppers on social.

The social campaigns serve up ads for local Albertsons stores, targeting users with relevant offers.  

The merging of product and promotional data enables “advanced targeting, actionable content, and measurable performance,” according to a statement from Albertsons Media Collective.

Future plans for the tech include a rollout to digital in-store displays and connected TVs and even more localization and personalization to engage shoppers and drive sales.

In late June, Albertsons announced it was taking on the task of standardizing retail media. The grocer ultimately plans to share its preliminary framework that aims to standardize specifications, methodologies, terminology, and disclosures across retail media networks.

The first version of the framework, introduced via a whitepaper from the company, concentrates on four areas: product characteristics, performance measurement, third-party verification, and capabilities. 

The whitepaper also cites a McKinsey analysis predicting that the potential upside of adopting retail media standards could lead to some $5-$15 billion in incremental value across retail media networks, marketers, and agencies over the next three years.