Ventura, California-based The Trade Desk has begun a partnership with Albertsons Media Collective, the retail media arm for Albertsons Companies, to bring verified-buyer audience and measurement solutions to The Trade Desk platform, helping advertisers understand the connection between ad campaigns and customer sales.
Albertsons will be the first grocer in the U.S. to enable audience and measurement solutions across the open internet through The Trade Desk.
With more than 2,275 stores across the U.S., Albertsons Media Collective will provide advertisers such as Pepsi, Unilever and GroupM with insights and metrics across audience data to help them optimize their campaigns that close the loop between advertising spend and sales. This partnership makes it easier for brands to reach the right audience across the open internet.
“Retail media represents an incredible opportunity for brands that want to connect their marketing spend to sales,” said Jed Dederick, chief client officer, The Trade Desk. “As the industry grapples with the shifts in consumer habits and the evolving identity landscape, our clients are demanding a data-driven approach to their marketing campaigns.
“Partnering with Albertsons Media Collective gives us the ability to provide advertisers what they want, which is inventory that reaches the right consumer and using data to inform media decisioning across the retail media landscape.”
As marketers continue to look for ways to prove the return-on-investment of their campaigns, they increasingly value the data-driven precision of the open internet that gives them the ability and flexibility to measure campaign performance. As the industry prepares for the elimination of third-party cookies, new sources of audience data are critical.
Brands will need to activate their first-party data and future-proof their advertising strategies to create personalized content for consumers that prioritize data privacy. Through the new partnership, 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.
“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, SVP of retail media, Albertsons.
“Our shared philosophy on solving the issues on identity, transparency and inefficiencies that currently exist within the advertising ecosystem will create opportunities for brands to embrace the power of the open internet that drives precision and relevance.”
As the retail media arm for Albertsons Companies, a leading food and drug retailer in the U.S., the company connects with consumers in more than 2,275 locations across 34 states and the District of Columbia with 24 banners, including Albertsons, Safeway, Vons, Jewel-Osco, Shaw’s, Acme, Tom Thumb, Randalls, United Supermarkets, Pavilions, Star Market, Haggen, Carrs, Kings Food Markets and Balducci’s Food Lovers Market.
For more information, visit albertsonscompanies.com.
