Wakefern Expands Use of CitrusAd’s Retail Media Tech

Retailer-owned co-op Wakefern Food Corp. is expanding usage of CitrusAd’s retail media technology to include native, in-app advertising—providing brands with one easy-to-use, omnichannel platform for sponsored product and display retail media campaigns and enhancing the shopping experience for customers.

With CitrusAd, brands have the ability to quickly launch sponsored product campaigns and display media across desktop, mobile and in-app using one closed-loop reporting dashboard. Meanwhile, shoppers receive ads that are more personalized and relevant to them.

“Our move to consolidate with CitrusAd not only makes advertising easier for our suppliers, it also sets brands up for continued success on our platforms,” said Elizabeth Goodbread, director of digital commerce for Keasbey, N.J.-based Wakefern, in a release. “By strategically aligning sponsored search advertising efforts across our platforms, brands now have a unified, and integrated approach no matter which path the shopper prefers to take.”

Brian DeCoveny, VP of retail media partnerships for CitrusAd, added, “Our aim with all our retail partners is to support and help them be successful in digital retail media; it’s a very exciting opportunity for the e-commerce industry right now. Our role is to be flexible and provide retailers and their brands with the world’s best retail media technology that delivers results.”

Wakefern’s cooperative members independently own and operate supermarkets under the ShopRite, Price Rite Marketplace, The Fresh Grocer, Dearborn Market, Gourmet Garage and Fairway Market banners.