Albertsons extends its retail media ecosystem

Tech developer Rokt today announced it has partnered with Albertsons Media Collective, the retail media arm of Albertsons Companies. Under the new partnership, brands that are non-endemic to Albertsons' existing retail media network — meaning their products and services are not sold online by the company itself — will be able to reach and engage Albertsons' ecommerce customers through offers and messages that are highly relevant to them. The partnership extends across 11 of Albertsons' portfolio brands, including the Albertsons, Safeway, ACME Markets, Vons, Jewel-Osco, Shaw's Supermarkets, Carrs, and Star Market banners.

“This partnership allows us to complement our existing retail media network, the Albertsons Media Collective, with non-endemic ads — at scale,” said Kristi Argyilan, SVP, Retail Media, Albertsons Media Collective. “By leveraging Rokt’s technology across our portfolio of brands and across the transaction journey, we will be able to drive customer loyalty and deliver an enhanced shopping experience.”

Retailers are increasingly looking to extend the power of their media networks to tap into new revenue streams and deepen their customer relationships. Rokt’s research shows while endemic ads are highly effective before a customer selects a product on an ecommerce site, non-endemic ads are most effective during the transaction moment, a point when the customer is most likely to respond to new, highly relevant offers. By adding non-endemic messages and offers to their existing advertising channels, retailers like Albertsons can broaden their advertiser mix, diversify their revenue streams, and enhance the customer experience.

Related:Dollar General partners with Criteo to advance its retail media platform

Albertsons will also use Rokt Ads to serve its brand messages across Rokt’s network of ecommerce merchants, including Ticketmaster, Uber, AMC Theatres, Kohl’s, Grubhub, and more, to reach consumers when they are likely to engage.