"We don't see retail media as just a shakedown of our suppliers to pad our margins so we can fund our attempts to compete with Amazon, Monahan said. All those dynamics are real, but the offer that we have is about driving collective growth, [including] category growth [and] real, incremental sales growth."
"a BOGO for retail media."
"The reason we're doing [this] is we're so confident in our targeting and our measurement that when an advertiser pays to target one of our shoppers and present a product ad, we'r"
Albertsons introduced a limited-time retail media toolkit that matches advertiser-bought impressions with an enterprise media budget, effectively a buy-one-get-one media offer. The program covers both on- and off-site channels, including connected TV, digital out-of-home, and in-store activations. Retail media is presented as an integrated part of the retail business focused on driving category growth and delivering real incremental sales rather than merely increasing margins. National scale and the integration of media executives into broader retail operations support targeting and measurement capabilities. Recent executive and divisional changes have refocused company operations and elevated retail media strategy.
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