Ahold Delhaize USA will launch Edge, a new retail media platform designed specifically for grocery retail, on Jan. 5, marking a significant shift in how the company manages advertising across its digital and physical store environments.
The platform, which will initially power on-site sponsored-product display ads and a network of in-store digital screens, represents a departure from third-party solutions toward proprietary technology built for the grocery sector.
Bobby Watts, SVP of retail media, digital merchandising and digital marketing for Ahold Delhaize USA, told The Shelby Report during a recent interview that the platform was built by grocers for grocery.
“We really believe that having folks that understand grocery, understand the purchase frequency of grocery, the categories inside of the grocery world, how those products work together,” allows the company to fine-tune algorithms and machine learning to deliver highly relevant ad rankings that meet consumer expectations, he said.
Previously, Ahold Delhaize used Criteo, Quotient and most recently Epsilon, also known as Citrus Ad, as its ad server for on-site display sponsored product ads. Edge will consolidate those functions while adding capabilities for in-store digital screen networks.
Testing digital screens across five banners
The company is testing digital screens in 15 stores across its five local brands, including Salisbury, North Carolina-based Food Lion, as part of a proof-of-concept phase. The screens have been placed in multiple areas of the store, including entrances, the front and back of the main shopping aisles, pharmacies and fresh departments such as meat, produce and deli/bakery.
“As a consumer is coming into the store, what a great way to greet them with some exciting digital content,” Watts said. “That could be about brand content or the loyalty program. It could be about CPG products that are on promotion. Or it could be about innovation that they weren’t expecting to find in the store that day.”
The company is testing various content strategies, including different spot lengths ranging from five to 10 seconds within 30- to 60-second loops, as well as static versus video content. Consumer research will determine which store areas and content formats prove most effective.
“As my chief marketing officers would tell me, we’re not turning our stores into Times Square,” said Watts, noting the importance of balancing engagement with overall store experience.
The screens will feature rotating content and may incorporate QR codes to drive digital engagement, such as downloading coupons to loyalty cards or encouraging app sign-ups.
Building a connected store experience
The digital screens represent one component of what Watts described as a “connected store” strategy aimed at increasing digital engagement with customers shopping in physical locations.
“When they’re digitally engaged and then they’re shopping your brick and mortar and online, their value is so much more as a consumer,” Watts said. “The loyalty is higher, baskets are bigger; all in all, just a better winning proposition.”
Later in 2026, Ahold Delhaize plans to introduce a “One Stop Ad Shop” that will expand the platform to include additional channels such as off-site advertising and fuel media.
The unified platform will allow advertisers to access multiple channels through a single user interface with artificial intelligence and agentic tools for media planning and buying.
Enhanced transparency, measurement
Edge will offer increased transparency for consumer packaged goods companies through third-party verification partners, including DoubleVerify, which will launch in 2026. The company also plans to pursue Media Rating Council accreditation for the platform.
“It’s not just us saying ‘this is the impression’ or ‘this is the click,’” Watts said. “We’ll introduce DoubleVerify and other partners as well in 2026 that give our advertisers more confidence.”
Watts emphasized that Edge differentiates itself from competitors by focusing on relevancy and conversion rather than simply ad placement.
“You can buy ads anywhere,” he said. “There’s lots of people selling ads, but if you could go somewhere and buy an ad and you knew that was going to drive better conversion, or it’s going to give you a better return in-store or online, for me, that’s a compelling argument.”
The platform also will leverage Ahold Delhaize’s global scale, with potential for learnings to flow between U.S. and European operations. Watts noted that measurement expectations are higher in the U.S., while off-site advertising and digital screens are more mature domestically than in Europe.
Focus on creative content
Beyond the technology platform, Ahold Delhaize is restructuring its operating model to emphasize creative content and customer engagement.
Watts referenced a recent comment that “retail media is where creative goes to die” and said he wants to transform that perception.
“I want to change that to ‘retail media is where creative goes to thrive,’” he said. “We’re partnering with some folks, and what we want to be able to do is bring really dynamic, engaging creative and content in a personalized way.”
The company is also partnering with Inmar to manage digital coupons and in-store print programs as part of its connected store initiative.
Watts said the primary return on investment he’s seeking is advertiser adoption and satisfaction with the platform’s performance.
“Our starting point was, how do we bring more innovative capabilities faster to market for our advertising partners? How do we take more control over the roadmap so that we can deliver on the expectations of our advertising partners?”
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