Albertsons Media Collective has launched Retail Media Incrementality-Based Multi-Touch Attribution, a measurement solution built with LiveRamp that gives advertisers a single, deduplicated view of the incremental sales impact of media investments spanning channels including Meta, with PepsiCo aboard as launch pilot partner.
The launch takes aim at retail media’s most persistent credibility gap: platform-specific reporting and last-touch attribution models that leave brands guessing at what actually drove a conversion – a limitation that grows costlier as advertisers face pressure to prove performance in a fragmented media landscape. It also extends a measurement roadmap the Albertsons Companies retail media arm has been building capabilities, from its 2023 push to standardize retail media metrics through January’s matched-market incrementality measurement for in-store media.
“As retail media continues to evolve, advertisers expect measurement that reflects how consumers actually engage across channels because conversions rarely stem from a single ad impression,” said Liz Roche, VP of media and measurement at Albertsons Media Collective. “This solution provides a more complete view of performance by helping brands understand the incremental impact of their media investments across the customer journey, giving our partners a tool to understand where one plus one can equal three.”
How it works
Developed under what the companies call a first-to-market, grocery-exclusive collaboration powered by LiveRamp’s Cross-Media Intelligence infrastructure, the solution connects impression-level exposure data from the collective’s owned and operated channels, offsite media and participating partners, including Meta and third-party inventory through Display & Video 360, Google Ad Manager and Perion, with Albertsons transaction data in a neutral, privacy-conscious environment. The result isolates each touchpoint’s incremental contribution to a sale, letting advertisers evaluate the full customer journey, couch to checkout, under one consistent methodology.
“Albertsons Media Collective is the first grocery retail media network to deliver incremental measurement across previously siloed channels with us, and the first to prove that grocery transaction data can anchor a neutral view of performance,” said Jack Foster, head of measurement products at LiveRamp. “With Cross-Media Intelligence, retail media advertisers can measure more precisely, cut wasted spend, and deliver stronger proof of incremental sales.”
PepsiCo, an Albertsons Media Collective advertiser since the network’s early Trade Desk expansion, is using the pilot to understand incremental media impact while reducing reporting complexity and speeding optimization decisions.
Albertsons Media Collective connects brands with consumers in more than 2,200 Albertsons Companies locations in 35 states and the District of Columbia, powered by the grocer’s first-party data.
Related: Albertsons Media Collective Launches Measurement For In-Store Media