Another Retail Media Measurement First for Albertsons

Albertsons Media Collective, the retail media arm of US chain Albertsons Companies, Inc., has launched a new measurement solution helping advertisers understand the incremental impact of media investments across major digital media platforms, through a single, deduplicated view.

Albertsons is one of the largest food and drug retailers in the US, and its retail media network connects with consumers in more than 2,200 locations across 35 states (plus D.C.). The network helps brands to engage shoppers in-store using 'sophisticated' first-party data, and is used by more than 50 unique advertising partners. The group introduced in-store incrementality measurement in January this year, based on a comparison of test retail media sites with control stores not running the campaigns.

Blessed with the snappy title of Retail Media Incrementality-Based Multi-Touch Attribution, and developed in partnership with data collaboration specialist LiveRamp, the new solution goes further, pulling together impression-level exposure data across the Collective's owned and operated channels, off-site media and participating digital partners, and Albertsons transaction data - all in a neutral, privacy-conscious environment. This promises 'a clearer understanding of how each touchpoint contributes to a sale and how media investments work together across the customer journey... from couch to checkout.'

'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,' states Liz Roche (pictured), the Collective's VP of Media and Measurement. '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.'

Jack Foster, Head of Measurement Products at LiveRamp, adds: '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.'

Web site: www.albertsonsmediacollective.com .