The Trade Desk and Albertsons Media Collective Pioneer New Approach to Retail Media on Open Internet and Beyond

By Business Wire Last updated Sep 14, 2022

PepsiCo, Unilever and GroupM Among First Users to Benefit from Transparent Measurement for Grocery Sales and Marketing Campaigns

Global advertising technology leader The Trade Desk announced a partnership with Albertsons Media Collective, the retail media arm for Albertsons Companies, that will 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.

“Advertising is going through a transformational shift, and PepsiCo is excited about the impact data-driven advertising is making”

With more than 2,275 stores across the U.S., Albertsons Media Collective will provide advertisers such as PepsiCo, Unilever and GroupM (with media agency Mindshare) with insights and metrics across audience data to help them optimize their campaigns that close the loop between advertising spend and sales. Albertsons Media Collective is the first within the grocery space to separate data from inventory. This new partnership makes it easier for brands to reach the right audience across the open internet and beyond, including the industry’s fastest-growing digital channels, such as connected TV.

“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 consumer habits continue to change and the identity landscape evolves, our clients are looking for future-proofed, data-driven ways to run impactful campaigns. Partnering with Albertsons Media Collective gives us the ability to provide advertisers what they want, which is targeting that reaches the right consumer and closed-loop measurement to inform media decisioning and optimizations across the whole open internet.”

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 effectively. 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 meaningful, 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.”

“Advertising is going through a transformational shift, and PepsiCo is excited about the impact data-driven advertising is making,” said Shyam Venugopal, SVP, Global Media and Commerce Capabilities, 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.”

“We are excited to be working with Albertsons as they announce this strategic partnership with The Trade Desk. This partnership will enable Unilever to more accurately target valued consumers off retailer websites, while also measuring the impact of investment in ways previously unavailable,” Luis DiComo EVP, Global Media, Unilever.

“Today you can’t talk about media without discussing retail media—the evolution of retail media is accelerating our industry across the board, connecting brands with consumers in a highly quantifiable way,” says Jeff Malmad, Global Head of Commerce, Mindshare. “We’re very excited about the partnership that Albertsons Media Collective and The Trade Desk have forged to help our clients better understand the connection between ad campaigns and customer sales. We always reinforce to our retail partners the importance of value, viewability and verification, and this partnership allows us to deliver across all three.”

The Trade Desk and Albertsons Media Collective is unveiling the new partnership at a panel discussion today in Cannes, France, featuring Jed Dederick, Chief Client Officer, The Trade Desk; Kristi Argyilan, SVP of Retail Media, Albertsons; Shyam Venugopal, SVP, Global Media and Commerce Capabilities, PepsiCo; and Brian DeCicco, Chief Data Strategy & Analytics Officer, NA, Mindshare.