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Albertsons Media Collective partners with Rokt to extend retail media ecosystem

The partnership extends across 11 of Albertsons' portfolio brands.

Albertsons Media Collective, the retail media arm of Albertsons, is partnering with Rokt. 

Under the new partnership, brands that are non-endemic to Albertsons' existing retail media network—meaning their products and services are not sold online by the company itself—will be able to reach and engage Albertsons' e-commerce customers through offers and messages that are highly relevant to them. The partnership extends across 11 of Albertsons' portfolio brands, including the Albertsons, Safeway, Acme Markets, Vons, Jewel-Osco, Shaw's Supermarkets, Carrs and Star Market banners.

"This partnership allows us to complement our existing retail media network, the Albertsons Media Collective, with non-endemic ads at scale," said Kristi Argyilan, senior vice president of Retail Media, Albertsons Media Collective. "By leveraging Rokt's technology across our portfolio of brands and across the transaction journey, we will be able to drive customer loyalty and deliver an enhanced shopping experience."

[Read more: Albertsons Media Collective debuts framework to improve retail media transparency]

Retailers are increasingly looking to extend the power of their media networks to tap into new revenue streams and deepen their customer relationships, the retailer said. Rokt's research shows while endemic ads are highly effective before a customer selects a product on an e-commerce site, non-endemic ads are most effective during the transaction moment, a point when the customer is most likely to respond to new, highly relevant offers. By adding non-endemic messages and offers to their existing advertising channels through the Rokt Ecommerce product, retailers like Albertsons can broaden their advertiser mix, diversify their revenue streams and enhance the customer experience, Rokt said.

"We're extremely pleased to partner with Albertsons to strengthen and expand the Albertsons Media Collective business," said Craig Galvin, chief revenue officer at Rokt. "By adding the delivery of relevant messages from non-endemic brand partners to the company's vast online consumer audience, Rokt will unlock new revenue and help Albertsons' portfolio brands delight their customers and deepen brand loyalty."

Albertsons also will use Rokt Ads to serve its brand messages across Rokt's network of premium e-commerce merchants, including Ticketmaster, Uber, AMC Theatres, Kohl's, Grubhub and more, to reach consumers when they are likely to engage. By leveraging both of Rokt's products, Albertsons is extending its advertising capabilities not only throughout the full transaction journey on its own channels, but also across Rokt's wide network of merchants.

[Read more: Albertsons named Drug Store News Pharmacy Innovator of the Year 2022]

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