To help advertisers “reach the right audience,” Boise, Idaho-based Albertsons’ retail media arm, Albertsons Media Collective, is partnering with The Trade Desk to bring verified-buyer audience and measurement solutions to The Trade Desk platform.
With more than 2,275 stores across the US, Albertsons Media Collective will provide advertisers such as Pepsi, Unilever and GroupM (with media agency Mindshare) with insights and metrics across audience data to help them optimize their advertising campaigns that close the loop between spend and sales , the companies said in a release.
“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 for 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.”
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According to the release, Albertsons will be the first grocer in the US to enable audience and measurement solutions across the open internet through The Trade Desk, which is based in Ventura, Calif., and offers a self-service, cloud-based platform for ad buyers to create, manage and optimize digital advertising campaigns across ad formats and devices.
“Retail media represents an incredible opportunity for brands that want to connect their marketing spend to sales,” said Jed Dederick, chief client officer of 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.”
Through the partnership with Albertsons, brands will be able to deploy new tools such as Unified ID 2.0, to preserve the value of relevant advertising while consumer control.
“Advertising is going through a transformational shift, and PepsiCo is excited about the impact data-driven advertising is making,” said Shyam Venugopal, SVP of global media and commerce capabilities for PepsiCo. “The partnership between The Trade Desk and Albertsons Media Collective is enabling brands to drive better control and decision-making, as well as greater transparency across our media buys to give us the ability to leverage first-party data to reach the right consumer.”